MARKETING DE SERVIÇOS COMO FACTOR ESTRATÉGICO NAS INSTITUIÇÕES DE ENSINO SUPERIOR

The objective of this article is to analyze the marketing of services as a strategic factor in higher education institutions, highlighting its importance for the attraction, retention and satisfaction of students. Based on a literature review, the fundamental concepts of service marketing and the application of the CRM (Customer Relationship Management) and SERVQUAL models in the educational context are discussed. The CRM model is explored as a relationship management tool that helps to attract and retain students, providing personalized and effective communication. The SERVQUAL model, on the other hand, is analyzed as an instrument for evaluating the quality of the services offered by the institutions, allowing the identification of gaps between the expectations and perception of the students. The research reveals that the effective implementation of service marketing strategies can significantly improve the competitiveness of educational institutions, contributing to the construction of a strong institutional image and sustainability in the educational market. Finally, the study suggests that higher education institutions need to adopt more strategic approaches to the management of their services, in order to effectively meet the demands of students and ensure their satisfaction throughout the educational cycle.