Fases del marketing relacional e internacionalización en la Universidad de la Costa: percepción estudiantes
This research aims to characterize students' perceptions of the phases of Customer Relationship Marketing (CRM) for strengthening the internationalization of the Universidad de la Costa, based on theoretical approaches of Kotler (1994), Berry (1983), Morgan and Hunt (1994), Burgos (2007), Gumme...
- Autores:
-
Escobar Tovar, María Claudia
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2020
- Institución:
- Corporación Universidad de la Costa
- Repositorio:
- REDICUC - Repositorio CUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.cuc.edu.co:11323/7669
- Acceso en línea:
- https://hdl.handle.net/11323/7669
https://repositorio.cuc.edu.co/
- Palabra clave:
- Customer relationship marketing
Internationalization
Universidad de la Costa
Students' perceptions
Fases del marketing relacional
Internacionalización
Percepción estudiantes
- Rights
- openAccess
- License
- Attribution-NonCommercial-ShareAlike 4.0 International
| Summary: | This research aims to characterize students' perceptions of the phases of Customer Relationship Marketing (CRM) for strengthening the internationalization of the Universidad de la Costa, based on theoretical approaches of Kotler (1994), Berry (1983), Morgan and Hunt (1994), Burgos (2007), Gummesson (1996), Voelkl Peñaloza, J., Silva Rueda, J., Solano Vanegas, C., and Pulido Moreno, L. (2011), and then as raised by S. Palacio and C. Rondón (2018) in their research work entitled "Marketing internationalization in higher education institutions”. With a quantitative epistemological approach, descriptive type and non-experimental field design, using the survey information collection technique and through a Likert-scale questionnaire to measure the degree of satisfaction. Accordingly, the instrument was applied to a segmented sample of undergraduate students from the Universidad de la Costa; reliability of the same was determined through the Alpha Cronbah coefficient (97%). The data obtained for CRM and internationalization variables of Higher Education were measured through descriptive statistics: frequency, mean, standard deviation and percentage. The results showed the institution's strength in the development of the CRM phases, including: institutional philosophy, relational strategy and technological means for customer relationships. Also, in terms of the areas of action of the internationalization of the Universidad de la Costa. |
|---|