Resumo:
Seeking quality by adding value for the student can be very beneficial to higher education, not only from a financial point of view, but mainly from an institutional point of view. This search for value generation aims to attract and retain students. For this very reason, it is of paramount importance that higher education institutions (HEIs) have the strategic goal of maintaining a lasting relationship with their students. Currently, HEIs are faced with a paradox: on the one hand, the offer of higher education is growing rapidly, with the opening of several institutions, in addition to the fact of the popularization of higher education, granting wide access to students. However, on the other hand, each year there are increasing contingencies for education. Given this scenario, the search for quality adding value to the student is shown as a crucial means of differentiation for the creation of sustainable competitive advantage, aiming to attract and retain students. In a first step of this study, a systematic literature review was proposed in order to identify the components of perceived value cited in the literature. According to the research, in general, what most motivates the work is the search for the improvement of the relationship between institution and student. Subsequently, the survey methodology was adopted in order to collect, within the university, the student expectation about the perception of value. For the analysis of the data obtained in the research, the GRA method was used. This methodology makes it possible to synthesize and classify the various variables studied into useful information, demonstrating the best alternatives for the process. In general, the results can help higher education institutions to identify what adds value to the provision of services, according to the student. In this way, the GRA allowed for a ranking in which the quality dimension, the social dimension and the cost dimension were the three dimensions most considered by students, respectively.
