Marketing sobre la cultura y servicio al cliente y conocimiento de los estudiantes de la licenciatura en mercadeo sobre el tema
DOI:
https://doi.org/10.71112/0bhpn379Palavras-chave:
Cultura organizacional, cultura de servicio, servicio al cliente, satisfacción del cliente, promoción y ventasResumo
Este trabajo examina cómo estudiantes del CRUSAM comprenden la relación entre marketing, cultura organizacional y servicio al cliente cuando se integran Tecnologías de la Información y la Comunicación (TIC) al proceso de enseñanza‑aprendizaje. Se aplicó un diseño mixto con encuestas durante el primer semestre de 2023 (n = 40). Se observó dominio conceptual en cultura de servicio, distinción entre crear producto y atender cliente, comprensión de cultura organizacional e identificación de satisfacción. Persisten brechas en diseño deliberado de experiencias y en recuperación del servicio, lo cual demanda práctica guiada y retroalimentación. Las TIC resultan útiles cuando habilitan evidencias aplicadas y seguimiento del progreso. En síntesis, el grupo exhibe competencias básicas para su inserción laboral y, con simulaciones y rúbricas, puede traducir el conocimiento en desempeño (Parasuraman, Zeithaml, & Berry, 1988; Schein, 2010; Zeithaml, Bitner, & Gremler, 2018).
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