Análise da jornada do cliente estudante ingressante em uma instituição de ensino superior: da decisão à integração

Abstract

This study focuses on the analysis of the journey of the university student client in a Higher Education Institution (HEI), from decision-making to integration into the academic environment. The objectives aim to map this journey, highlighting the points of contact, identify the student’s perception of their belonging in the academic community, and propose ways to improve the performance of higher education institutions in this process. Through a qualitative approach, in-depth interviews were conducted, analysis of institutional documents, and active observation. The results indicate that the student’s journey is a complex process, influenced by their expectations, interactions with the institution, and also socioeconomic factors. Critical contact points, such as the lack of information in the enrollment phase, academic guidance, and integration activities, are identified as determining elements in the student’s experience. The student’s perception of their place in the academic community varies and is shaped by social, cultural, and institutional aspects. The practical implications of the research emphasize the importance of improving the experience of incoming students, encouraging their integration and permanence in the institution, through welcoming initiatives, efficient communication, and support for their academic and personal progress.”