<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422019000400007</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2018.1581</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores que crean una ventaja competitiva: consonancias y diferencias entre gestores y estudiantes de instituciones educativas]]></article-title>
<article-title xml:lang="en"><![CDATA[Factors that create a competitive advantage: consonances and differences between managers and students of educational institutions]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pereira Filho]]></surname>
<given-names><![CDATA[Evadio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Añez]]></surname>
<given-names><![CDATA[Miguel Eduardo Moreno]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gomes]]></surname>
<given-names><![CDATA[Danilo Cortez]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dant]]></surname>
<given-names><![CDATA[Marcel Lima Ribeiro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Federal de Educação, Ciência e Tecnologia da Paraíba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Federal do Rio Grande do Norte  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2019</year>
</pub-date>
<volume>64</volume>
<numero>3</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422019000400007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422019000400007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422019000400007&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La intensa competición que vive la industria de la enseñanza, exige que la gestión entienda cuáles son los factores críticos de calidad de servicio. Y conocer los deseos de consumidores es una de las con-diciones para ofrecer un excelente servicio. Así, el presente artículo evaluó si las prioridades de mejora deseadas por estudiantes convergieron con aquellas de los gestores. Fue utilizado dos cuestionarios, desarrollados a partir de la matriz de posicionamiento competitivo y de la vista basada en recursos. El primer capturó expectativas y percepciones de rendimiento de los estudiantes en relación a 22 atributos. El otro detuvo los juicios de administradores sobre el valor, rareza, imitación y organización. Fueron interrogados estudiantes y coordinadores de cursos del área de informática de dos instituciones de enseñanza. Además, se desarrollaron comparativos entre las percepciones de los dos grupos. Los resultados revelaron que existe una falta de alineación entre prioridades de mejora conferidas por estudiantes y gestores. Para el atributo cualificación de los maestros, por ejemplo, el grupo de estudiantes del IFRN y IFPB lo ponen en niveles diferentes: mayor debilidad y mayor fuerza competitiva, respectivamente. Aunque los gestores de las dos instituciones de enseñanza consideren ese aspecto como ventaja temporal, acciones dirigidas a la capacitación docente deben ser priorizadas con mayor intensidad por la gestión del IFRN. Por lo tanto, la gestión tiene que entender mejor las demandas de mejoras de los clientes, eliminando las deficiencias en la prestación de servicios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The intense competition that lives the education industry, requires that management to understand the critical factors of service quality. Knowledge about the desires of consumers is one of the conditions to offer an excellent service. Thus, this article evaluated whether the improvement priorities desired by students converged with those of the managers. Two questionnaires were used, developed from the matrix of competitive positioning and resource-based view. The first captured expectations and perceptions of student in relation to 22 attributes. The other captured judgments of administrators about value, rarity, imitation and organization. Students and coordinators of courses in the computer science area of two educational institutions were questioned. In addition, comparisons were developed between perceptions of the two groups. The results revealed that there is a lack of alignment between improvement priorities conferred by students and managers. For the attribute qualification of teacher team, for example, groups of students of IFRN and IFPB put it at different levels: greater weakness and greater competitive strength, respectively. Although the managers of the two educational institutions consider this aspect as a temporary advantage, actions aimed at teacher training must be prioritized with greater intensity by the management of the IFRN. Therefore, management has to better understand the demands of customer improvements, eliminating deficiencies in the provision of services.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Estrategias]]></kwd>
<kwd lng="es"><![CDATA[Instituciones de enseñanza]]></kwd>
<kwd lng="es"><![CDATA[Demandas de mejoras]]></kwd>
<kwd lng="es"><![CDATA[M1]]></kwd>
<kwd lng="es"><![CDATA[I21]]></kwd>
<kwd lng="es"><![CDATA[M19]]></kwd>
<kwd lng="en"><![CDATA[M1]]></kwd>
<kwd lng="en"><![CDATA[I21]]></kwd>
<kwd lng="en"><![CDATA[M19]]></kwd>
<kwd lng="en"><![CDATA[Strategies]]></kwd>
<kwd lng="en"><![CDATA[Education institutions]]></kwd>
<kwd lng="en"><![CDATA[Demands for improvement]]></kwd>
</kwd-group>
</article-meta>
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