Design of a customer service marketing proposal for a public higher education institution in Ecuador

Abstract

The objective of this research was to determine the perception of the service received by students to design a customer service marketing proposal for a higher education institution in Ecuador, for which a literary review was carried out to obtain clear foundations about the customer service, and with the application of the SERVQUAL methodology with its respective dimensions and attributes, an online survey was conducted with 284 students on the perception of the quality of the service received by the institution's collaborators. The results of this study evidenced students' dissatisfaction with the infrastructure, advertising materials, response times, and empathy for their current emotions and needs. Therefore, it is important that the institution consider implementing customer relationship management, which analyzes and evaluates the perception of the academic and administrative service that is being offered to constantly improve to create belonging and loyalty in the students through good customer service, and to compete in the higher education market.