QUALIDADE DOS SERVI OS EM UMA REDE EDUCACIONAL: RELA O ENTRE EXPECTATIVA E PERCEP O

: Studies indicate that the student at the time of the decision by an institution or another takes into account the experience and knowledge through research with friends and acquaintances. Making the student potential in spreader requires effort on relationship marketing. The area of quality in service points the SERVQUAL as a tool capable of providing accurate diagnosis on expectations and perceptions of educational services. Based on the competencies presented using a sample of 383 students from five institutions of higher education in an Educational Network (RS), to verify and prove competitive strengths and weaknesses, allowing the concentration of efforts on these critical points. The results of this instrument may serve as a significant indicator for managers of educational institutions that seek to identify areas of improvement needed in the educational service package and researchers looking for an instrument to measure quality in services.