Bibliographic citations
Drago, A., (2020). Estrategias de marketing relacional y servicios en la experiencia del servicio habilitante de una escuela superior [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653993
Drago, A., Estrategias de marketing relacional y servicios en la experiencia del servicio habilitante de una escuela superior [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653993
@misc{renati/393233,
title = "Estrategias de marketing relacional y servicios en la experiencia del servicio habilitante de una escuela superior",
author = "Drago Bolaños, Andrea Carolina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Customer experiences are becoming more important in educational organizations/institutes as the market becomes more competitive and they seek to retain customers through long and solid relationships. There is a lack of research on the integral experience of students in an online educational service. Therefore, the objective of this research is to evaluate the integral experience of students in the enabling service as part of the education service of a business school. It proposes to link the concepts of customer experience, relationship marketing, service marketing, and corporate communication to understand the overall experience of students. The focus of this work is qualitative. Seven interviews were conducted with people who went through this enabling service. The results show that the human factor is considered important in the educational service and that it cannot be completely replaced by technology. It is also evident that there are many factors that influence a student's decision and that it is necessary to manage them properly, through a framework of institutional values. It is concluded that the integral experience is considered a pleasant one, since all the elements that play a role in the enabling service have been considered positive; and that it builds an expectation towards the rest of the educational service.
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