WHAT IS EXPECTED FROM ELEMENTARY SCHOOL
DOI:
https://doi.org/10.21118/apgs.v15i3.14611Abstract
Research Aim: The aim of this study is to identify whether families and teachers converge in terms of expectations related to teaching developed in public elementary schools.
Theoretical Framework: The study discusses the concept of the 5 Gaps Model, theoretical concepts of managing expectations in organizations, the family-school relationship and educational marketing.
Methodology: The research has a quantitative, descriptive, cross-sectional approach, with data obtained by applying structured questionnaires to families (parents or guardians) and school teachers.
Results: The study identified that there are indeed differences in expectations between family members and teaching staff. The four most significant themes for the family were: good physical structure, degree of demand of teaching, access to student information and freedom of thought and expression, while for teachers the five most significant themes were: degree of demand of teaching, clear and defined bureaucratic processes, pleasant environment conducive to learning, general expectation about the teaching of the school and general expectation about the school which point to important lines of action to be conducted by managers in the educational area.
Originality: School marketing and customer expectations in public basic education are discussed.
Theoretical and practical contributions: The research contributes to discussions related to the perceptions of families and teachers in public basic education schools in Brazil as well as to the improvement of decision-making in elementary schools, aiming at increasing satisfaction with the services provided.
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