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- Fatores determinantes na manutenção da relação de compromisso entre os Alumni e a Alma Mater. O caso da Escola Superior de GestĂŁo, Hotelaria e Turismo da Universidade do AlgarvePublication . Pedro, Ilda Maria Horta; Carrasqueira, Helder; Pereira, Luis Miguel Soares Nobre de Noronha eAs instituiçÔes de ensino superior e particularmente as portuguesas, enquanto agentes ativos na promoção do desenvolvimento, estĂŁo sujeitas Ă conjuntura econĂłmicofinanceira, social e demogrĂĄfica que caracteriza os dias de hoje, aos quais se juntam mudanças significativas impostas pela globalização, pela evolução da sociedade do conhecimento e desenvolvimento tecnolĂłgico. O desafio colocado pela diminuição gradual do nĂșmero de estudantes, diminuição de financiamentos, reestruturação da rede e oferta formativa, entre outros aspetos, dita o repensar de estratĂ©gias, nomeadamente, na reformulação dos relacionamentos com os estudantes. Esta dissertação pretende ser um contributo na obtenção de informaçÔes Ășteis para a definição de estratĂ©gias tendentes Ă manutenção de relaçÔes duradouras com os alumni, por serem reconhecidamente parceiros que as instituiçÔes de ensino superior nĂŁo podem menosprezar. AtravĂ©s da tĂ©cnica de anĂĄlise de equaçÔes estruturais, pretendemos testar um modelo conceptual teĂłrico que estabelece relaçÔes de dependĂȘncia entre os fatores de satisfação e imagem, em relação ao fator compromisso. Da aplicação de um questionĂĄrio online, a uma amostra de 2544 alumni da Escola Superior de GestĂŁo, Hotelaria e Turismo (ESGHT) da Universidade do Algarve (UAlg), com uma taxa de resposta de 25%, concluĂmos que a imagem do ensino, a imagem da comunicação e a satisfação com o ambiente social e acadĂ©mico sĂŁo os fatores determinantes para a continuidade da relação de compromisso entre os alumni e a alma mater. Os modelos de medida e estrutural revelaram bons Ăndices de ajustamento e qualidade e os pesos fatoriais deram-nos informaçÔes Ășteis sobre os diferentes itens de cada um dos fatores.
- Identifying patterns of alumni commitment in key strategic relationship programmesPublication . Pedro, Ilda; Mendes, JĂșlio da Costa; Pereira, LNHigher education institutions (HEIs) need to understand their alumni when drawing strategic relationship programmes. This paper aims to identify clusters of alumni based on their commitment relationship and to analyse factors influencing their intention to collaborate with the HEI. The study took place at a Portuguese university, considering a dataset of 1075 of alumni asserting intention to collaborate. First, a cluster analysis was conducted to identify patterns of commitment relationship. Secondly, a logistic regression was run to identify determinants of intention to collaborate. Both techniques revealed the decisive role of HEI commitment in the process. Relationship advantages and positive feelings towards the HEI were also pointed out as important. Alumni asserted recommendations, further training, sharing experiences and giving help as ways to collaborate with HEI. Regression results suggest that sociodemographic variables such as gender, marital status and volunteering are significantly associated with a probability to collaborate. Results also show that affiliation in sororities/fraternities and participation in extracurricular activities are significantly associated with that collaborative intention. The findings provide clues to support strategic relationship programmes based on consistent marketing campaigns, while bringing value to the literature in the European context, where alumni culture requires real insights to evolve.
- Alumni in a relationship marketing perspective: the alumni-alma mater commitment relationshipPublication . Pedro, Ilda Maria Horta; Mendes, JĂșlio; Pereira, LuĂs NobreFostering relationships with alumni has consisted of framing strategies to increase competitiveness amongst higher education institutions (HEIs) in Europe and particularly in Portugal. This thesis aims to understand the alumni-alma mater commitment relationship, through the identification of its drivers, indicators, and alumni patterns leading to an intention to commit. The work was developed at the University of Algarve (UAlg) through qualitative and quantitative research methods. Results are embodied in three papers. The first study draws upon alumni opinions regarding four main dimensions: academic experience, current situation, commitment indicators and the HEIâs commitment. The information was obtained through three focus groups (paper one). A structural equation modelling approach was used to investigate the relationship between a set of latent variables, identified in the qualitative research and supported by the literature, and the commitment relationship. To this end, a sample of 2,008 alumni was obtained through an online survey (paper two). The obtained results helped in the development of the last phase of the work, in which was applied a cluster analysis to segment the alumni and a binomial regression model to identify determinants of the intention to collaborate (paper three). The results show that the affective, cognitive and HEIâs commitment directly influence the commitment relationship. Alumni stress their intention to recommend, share their experience with current students, and give their help when it is necessary as ways to give back. Furthermore, they also recognise the importance of benefits and advantages in this relationship. Five segments of alumni were identified through clustering analysis, revealing valuable information for decision-making, particularly regarding an expressed willingness to participate in fundraising campaigns, which is relevant in a context where these campaigns are not very common. Results of the regression model showed that predictors of intention to collaborate comprised participation in extracurricular activities, sense of belonging, and elements considered in HEIâs commitment (solicitation, communication, and quality). HEIâs responsibility is underlined as a true catalyst in the commitment relationship process. The general conclusions of this thesis are in line with the literature, but they also add value in the context of European higher education, particularly in Portugal, where the alumni culture is starting to make small steps.
- Alumni commitment in higher education institutions: determinants and empirical evidencePublication . Pedro, Ilda Maria H.; Andraz, Jorge MiguelThis paper intends to analyze alumni commitment as a determinant to loyalty, measured by recommendation and participation and to identify its determinants considering satisfaction and image variables. Using data of a public Portuguese higher education institution, the results suggest that the performance and the timetable of support services, as well as the relationship with teachers, are determinants of alumni recommendation, whereas a good opinion of the quality of educational training, the satisfaction with the teachersâ ability, the relationships with them and with the non-academic staff strength the alumni participation in the institutionâs activities. Although both satisfaction and image variables are determinant to explain alumni loyalty, their effects on loyalty seem to be unbalanced as the image variables seem to be more determinant in increasing both the probability of recommendation and participation. These results provide relevant information to support communication and advertising strategies and they may be a good help to other Higher Education Institutions.
- Alumniâs perceptions about commitment towards their university: drivers and consequencesPublication . Pedro, Ilda; Mendes, JĂșlio da Costa; Pereira, Catarina; Sequeira, BernardeteThis paper intends to capture alumni's assessments and perceptions about decisive dimensions of their commitment towards their alma mater. Their academic experience and current situation are highlighted. Moreover, their perception about the role of Higher Education Institution (HEI) in this commitment-relationship is likewise valuable to get their involvement. The study took place at a Portuguese university. Three focus groups, with 21 participants, were conducted to get consistent information permitting further developments. Data were analysed through NVivo software.The study gives insights revealing dimensions such as the relationships with teachers, extracurricular activities and initiation as decisive in their academic experience. Recommending and sharing their experience, underline evidence of what they are willing to give back. Moreover, their consciousness of bearing a mission to contribute to HEI's development was expressed through strong positive feelings, such as the sense of belonging, and pride at being part of the university, defined in their statements. But they all demand an effective ability of the university to communicate with them. Overall conclusions offer a scenario of alumni's commitment, giving HEI's management valuable clues to improvement, but its responsibility in this commitment-relationship was also stressed. Moreover, results also provide contributions to literature enabling other HEIs to replicate the study or simply use the results for their own development. Since the study occurred in a relatively weak alumni culture context, revealing the importance in promoting debate as a means to engage alumni in HEI's efforts for success, it presents insights for further developments in similar higher education environments.
- Determinants for the commitment relationship maintenance between the alumni and the alma materPublication . Pedro, Ilda; Pereira, LN; Carrasqueira, HelderThis study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present 'image of education', 'image of communication' and 'satisfaction with social and academic environment' as determinants of the commitment relationship, which provide important clues for the marketers' decision-making process when developing activities geared towards alumni. This process should emphasize aspects relating to their willingness to give back, academic and relationship quality, and institutional values. Within the Higher Education market, this study underscores the need to maintain and reinforce the relationship with alumni, and contributes to the scarce Portuguese literature on alumni matters.
- Understanding Alumni-Alma mater commitment relationships upstream and downstreamPublication . Pedro, Ilda Maria; Mendes, JĂșlio; Pereira, LuisThis study collects reliable information about the commitment relationship (CR) between alumni and higher education institutions (HEIs) to increase the existing knowledge in terms of both theoretical and practical issues. Based on the literature review and findings from a previous qualitative research a theoretical model for a sample of 2008 alumni was tested through structural equation modeling. HEIsâ commitment, cognitive commitment, and affective commitment are drivers of CR, whereas the desire to share experiences, provide help, and participate in alumni meetings are the CRâs indicators. Findings offer insights to guide communication policies, focusing on overall quality, the key role of students in co-creation, strategies to involve students in campus life, the solicitation actions, and the advantages alumni can gain from their engagement. A contribution to the literature is also given because it reinforces the importance of strengthening aspects related to alumni-alma mater CR in contexts with a weak alumni culture.