Marketing on culture and customer service, and the knowledge of marketing bachelor's degree students on the topic
DOI:
https://doi.org/10.71112/0bhpn379Keywords:
organizational culture, service culture, customer service, customer satisfaction, promotion and salesAbstract
This paper examines how CRUSAM undergraduates understand the links between marketing, organizational culture and customer service when Information and Communication Technologies (ICT) are integrated into teaching–learning. A mixed‑methods design with surveys was implemented in the first semester of 2023 (n = 40). Conceptual mastery was observed in service culture, the distinction between product creation and customer care, organizational culture, and satisfaction identification. Gaps remain in deliberate experience design and service recovery, which require guided practice and feedback. ICT are helpful when they support applied evidence and progress tracking. In short, the group shows baseline competencies for labor‑market insertion and, with simulations and rubrics, can translate knowledge into performance (Creswell & Plano Clark, 2017; Davis, 1989; Venkatesh, Morris, Davis, & Davis, 2003).
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