ATTRACTIVENESS, LOYALTY AND STUDENT SATISFACTION IN POLYTECHNIC INSTITUTE OF VIANA DO CASTELO, PORTUGAL

Attractiveness and student loyalty are determinant for the sustainability of Higher Education Institutions (HEIs) as it contributes to the number of students who seek and preserve their connection to the institution. The main objective of this study is to analyse course attractiveness and student loyalty, in the last five years, in the Polytechnic Institute of Viana do Castelo (IPVC), Portugal. The demand, student dropout rate and pursuance of studies and satisfaction with teaching and services were analysed, linking them to student profiles and organizational context. Dropouts in Professional Higher Technical Courses (CTeSP) and Bachelor's Degree occur mainly within the masculine gender and in the first year; in Masters', this occurs mainly in the 2nd year and in the feminine gender. In 2013/14, dropouts reached their highest level and students' enrolment in National Call reached its lowest number of the last 8 years, coinciding with the peak of the economic crisis. 60% of CTeSP graduates go on to Bachelor's and 25% of graduates carry on to Master's.