Consumer Behavior Services education provided by public universities autonomous in Maracaibo, Zulia State - Administrador, Administrador; Montenegro Rada, Arnulfo (Corporación Universitaria Americana, 2018)
El presente arti?culo de investigacio?n analiza el Comportamiento del Consumidor de los Servicios Educativos prestados por las Universidades Pu?blicas Auto?nomas en el Municipio Maracaibo, caso especifico la Universidad del Zulia. El tipo de investigacio?n fue descriptivo, con muestreo probabili?stico, con un disen?o no experimental, donde se aplico? un instrumento recurriendo a la entrevista de trescientos ochenta y cuatro estudiantes de la Universidad del Zulia, consumidores directos de los servicios educativos. Los resultados de la investigacio?n evidencian que las Universidades Pu?blicas Auto?nomas en el Municipio Maracaibo, especialmente la Universidad del Zulia, imparten una formacio?n acade?mica “buena”; no obstante, se incrementari?a la poblacio?n consumidora universitaria mediante la creacio?n de nuevos servicios educativos diferenciados, teniendo en cuenta las caracteri?sticas propias del mercado, que cada di?a es ma?s competitivo. Para ello, es importante la aplicacio?n de estrategias de mercadotecnia, las cuales permiten dar a conocer los servicios educativos de las universidades en el Municipio Maracaibo. Palabras clave: Comportamiento del Consumidor, Servicios Educativos, Criterios de Seleccio?n de Servicios Educativos, Necesidades del Consumidor de Servicios Educativos, Satisfaccio?n con los Servicios Educativos. Abstract The present article analyzes the Behavior of the Consumer of the Educational Services lent by the Auton- omous Public Universities in the Municipality Maracaibo; case specifies the University of the Zulia. The investigation type was descriptive, with sampling probabilistic, with a non experimental design, where an instrument was applied appealing to the interview of three hundred eighty four students of the University of the Zulia, direct consumers of the educational services. The results of the investigation, evidence that the Autonomous Public Universities in the Municipality Maracaibo, especially the University of the Zulia, they impart an academic formation “good”; nevertheless, the population university consumer would be increased by means of the creation of new differentiated educational services, keeping in mind the characteristics characteristic of the market that every day is more competitive. For it, it is important the appli- cation of marketing strategies, which allow to give to know the educational services of the universities in the Municipality Maracaibo. Keywords: Behavior of the Consumer, Educational Services, Approaches of Selection of Educational Services, Necessities of the Consumer of Educational Services, Satisfaction with the Educational Services.