摘要：In higher education, due to increasing competitiveness, it is necessary to understand the impact of services offer on students’ level of satisfaction, as well as on their retention. This study aimed to identify the reasons for the dropout students, and evaluate the perception of enrolled and dropout students on the provision of services - central, complementary and supplementary - in a business management course at a private university. The conceptual model used included the provision of service and a three-dimensional importance-performance-influence matrix. Quantitative research was conducted through survey, along with 289 students enrolled and 19 dropouts. The main reasons for evasion alleged by the students were not identification with the course, and financial factors. For students enrolled, the services that encourage retention are teaching (central), self-attendance portal (supplementary), library (complementary) and directors’ attendance (complementary), and the services less influence retention are additional services such as surveillance, information service (callcenter) and snack bar. For dropout students, the services that less impact evasion are learning, and self-service, library, and those that most influence output are reproducing, call center and cafeteria.
关键词：Keywords: Marketing;Evasion;Services;Higher education;Customer retention;Marketing;Servicio;Enseñanza;Retención;Deserción;Marketing;evasão;oferta de serviço;ensino superior
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