1
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
e-ISSN: 2737-632x
Pgs 1-13
* Msc. Instituto Superior Tecnológico
Espíritu Santo, con condición de
universitario, Guayaquil, Ecuador,
macastillo@tes.edu.ec,
https://orcid.org/0000-0003-4643-
5440
* PhD. Instituto Superior Tecnológico
Espíritu Santo, con condición de
universitario, Guayaquil, Ecuador,
mmfernandez@tes.edu.ec,
https://orcid.org/0000-0002-4765-
7419
* Msc. Instituto Superior Tecnológico
Espíritu Santo, con condición de
universitario, Guayaquil, Ecuador,
mjmenendez@tes.edu.ec,
https://orcid.org/0000-0003-1744-
3222
* Msc. Instituto Superior Tecnológico
Espíritu Santo, con condición de
universitario, Guayaquil, Ecuador
bpriori@capacites.edu.ec,
https://orcid.org/0000-0002-8000-
7127
Received: Marcg, 2024
Approved: May, 2024
DOI:
https://doi.org/10.31876/
ie.v8i12.268
http://www.revista-
iberoamericana.org/index.
php/es
How to cite:
Castillo, M., Fernández-
Rodriguez, M., Méndez, M.,
Priori, B. (2024)
Identification of the
satisfaction of the students of
Tecnológico Espíritu Santo
with the different institutional
processes and services.
Revista Iberoamericana De
educación, 8 (3).
Identification of the satisfaction of
Tecnológico Espíritu Santo students with
the different institutional processes and
services
Identificación de la satisfacción de los estudiantes del Tecnológico Espíritu
Santo ante los diferentes procesos y servicios institucionales
Identificação da satisfação dos alunos do Tecnológico Espíritu Santo com os
diferentes processos e serviços institucionais
Manuel Andrés Castillo Núñez*
Martha María Fernández-Rodríguez*
María José Menéndez Ledesma*
Belén Priori*
Abstract
A result of the research project Balcony of services to optimize
Customer Experience at TES, corresponding to the Higher University
Technology course in Marketing and Commercial Management, was
presented. It responded to the result of the diagnosis of the current
state of the institutional processes to identify their level of quality and
customer satisfaction at TES. The research is of an exploratory type,
aided by instruments such as the survey and the audit of the service
protocols of the areas of student welfare, admissions and cashier's
office, which made it possible to identify the students' satisfaction
with the different processes and services provided by the institution.
The results indicate the need to implement a service balcony that
responds to the needs of students in correspondence with the
institutional processes and services.
Keywords: Customer Experience, customer, satisfaction
Resumen
Se presentó un resultado del proyecto de investigación Balcón de
servicios para optimizar Customer Experience en el TES,
correspondiente a la carrera de Tecnología Superior Universitaria en
Dirección de Marketing y Gestión Comercial. El mismo respondió al
resultado del Diagnóstico del estado actual de los procesos
institucionales para identificar el nivel de calidad de los mismos y la
satisfacción de los clientes el TES. La investigación es de tipo
exploratoria, auxiliada en instrumentos como la encuesta y la
2
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
2
auditoría de los protocolos de servicios de las áreas de bienestar
estudiantil, admisiones y caja que permitieron identificar la
satisfacción de los estudiantes ante los diferentes procesos y servicios
que te prestan en la institución. Los resultados señalan la necesidad
de implementar un Balcón de servicios que responda a las
necesidades de los estudiantes en correspondencias con los procesos
y servicios institucionales.
Palabras clave: Customer Experience, cliente, satisfacción
Resumo
Foi apresentado um resultado do projeto de investigação Balcón de
servicios para otimizar Customer Experience en el TES,
correspondente à carreira de Técnico Superior Universitário em
Marketing e Gestão Comercial. O mesmo respondeu ao resultado do
diagnóstico do estado atual dos processos institucionais para
identificar o nível de qualidade dos mesmos e a satisfação dos
clientes do TES. A pesquisa é do tipo exploratória, auxiliada por
instrumentos como o inquérito e a auditoria aos protocolos de
atendimento das áreas de assistência estudantil, admissão e caixa,
que permitiram identificar a satisfação dos alunos com os diferentes
processos e serviços prestados pela instituição. Os resultados
apontam para a necessidade de implementação de um balcão de
atendimento que responda às necessidades dos alunos em
correspondência com os processos e serviços institucionais.
Palavras-chave: Experiência do Cliente, cliente, satisfação
INTRODUCTION
Achieving the right customer perception is a criterion for every
company. At TES, this situation is being monitored with the aim of
increasing the quality of the services provided and having satisfied
customers. For this reason, the research project Service counter to
optimize the customer experience at TES was generated,
corresponding to the higher technology course in Marketing and
Commercial Management. As part of its activities, a diagnosis of the
current state of institutional processes was carried out in order to
identify their level of quality and customer satisfaction in the TES,
which is the main objective of this article.
Customer experience refers to the perceptions, emotions and
opinions that a customer has during all interactions with a company
or brand throughout their life cycle. This includes everything from
the first contact with the company to after-sales and ongoing support.
A positive customer experience involves meeting the customer's
3
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
3
needs, exceeding their expectations and providing exceptional
service.
The importance of customer experience has been widely recognized
in the field of marketing and business management. Much research
and study has focused on understanding how companies can improve
the customer experience to boost satisfaction, loyalty and business
growth (Kalbach, 2016).
CSAT
CSAT (Customer Satisfaction Score) refers to the customer
satisfaction score and is a metric used to measure the level of
customer satisfaction with a particular product, service or
experience. This metric is obtained through surveys or
questionnaires in which customers are asked to rate their satisfaction
on a predefined scale.
The CSAT is a useful tool for companies to assess the level of
customer satisfaction and identify areas for improvement. By
measuring customer satisfaction, organizations can take steps to
respond to customer concerns and improve the quality of their
products or services (Manlio Del Giudice, 2018).
Thus, "customer satisfaction is made up of specific characteristics of
the product or service and, at the same time, quality and price. Other
aspects, such as mood, as well as situational factors, such as family
opinions, also play a role, which also influence satisfaction."
(Zeithaml, 2009)
Customer is "someone who comes in and buys a product or service
and expects service quality and product quality in return for their
investment". (Albrecht, 2004) (Albrecht, (2004)
NPS
Since its creation in 2003, the Net Promoter Score (NPS) has become
the main indicator of customer loyalty for companies. After an
extensive study, Fred Reichheld, creator of the NPS, discovered that
recommending a product, service or brand to people close to you is
the behavior that best reflects a customer's loyalty. When we
recommend our loved ones or those close to us, we seek to enrich
the lives of others by sharing a good experience. We don't do it
lightly, we do it with conviction, our own reputation is at stake.
It was thanks to this study that the NPS was born, which consists of
a single but powerful question:
"From 1 to 10, how likely are you to recommend (brand name) to
family and friends?"
Those who give a probability of 9 or 10 are the promoters, who will
really look for any opportunity to recommend and speak well of the
4
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
4
brand, from their own experience. On the other hand, those who give
a probability of 6 or less are the detractors. They will also talk about
the brand, but to highlight negative aspects or share a bad experience.
MATERIALS AND METHODS
Design: This is an exploratory study, using instruments such as a
survey and an audit of service protocols in the areas of student
assistance, admissions and cashiering. The level of quality of the
services provided by the institution and customer satisfaction were
explored.
Population: A survey was administered to 150 students from the
different degree courses, asking them about the quality of the
services provided at the institution and the level of customer
satisfaction. In some questions 144 students were asked and in others
all 150 students.
Location: The research was carried out at the Instituto Superior
Tecnológico Universitário Espírito Santo.
RESULTS
2. a Can you give us more details (optional)?
- Help for students with teacher errors
- More details about your pages and about creating an account for
new students.
- Quality of lessons and teachers. The whole methodology.
- I would like to express my frustration with your institution's
computer labs, with the exception of Lab-H, which stands out for
having better resources. Unfortunately, I feel that the conditions in
the other labs are far from ideal and I would like to raise some
concerns in this regard.
o Firstly, I would like to highlight the problem of the old computers
used in the laboratories. These obsolete machines are not only slow,
but also very limited in terms of performance and capacity. This
technological limitation hinders our learning process, especially in
the area of innovation, where modern and efficient tools are crucial.
The constant interruptions and waits for basic tasks waste precious
time that could be used to deepen concepts in the discipline. I
understand that investing in technology can be costly, but I believe
it is essential to provide students with the right tools to acquire
knowledge and develop their skills efficiently. In an increasingly
innovation-driven world, it is crucial to have up-to-date resources
that reflect the demands and needs of the sector. In addition, I would
like to stress the importance of the limited time available for each
5
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
5
module. Given the short time allocated to each subject, it is even
more frustrating to deal with slow and outdated computers. The lack
of agility in computer tasks slows us down and prevents us from
making the most of the learning opportunities presented to us. The
quality of our education is negatively affected by these technological
obstacles. I sincerely hope that you will take these concerns into
consideration and look for solutions to improve the situation of
computer labs, especially those that do not meet the standards
necessary for an innovative environment. With small improvements,
such as upgrading computers and optimizing resources, I am sure
that the learning experience of all students will be significantly
enriched."
4.a. Can you tell us about your last experience at TES?
- The last one was when I did a workshop and I contacted them by
email to ask for the payment to be accumulated with my scholarship,
I would have liked to have received a confirmation email or
something like that to check the process, but they didn't reply.
- I went to class on 07/12/2023.
- My last experience was taking evening classes
- Good attention, I went with my baby and they attended to me
quickly.
- Open house Work experience
- The facilities were good.
- My study process
- The capsule record for the subject of oral and written expression.
- Monthly payment
- Not yet
- Professional advice
- I was treated very well when I registered.
- I couldn't show up to pick up a document in person and they did
me the favor of sending me the file by pdf, which I'm very grateful
for because I work and didn't have time.
- The immediate payment process
- The product presentation we had with Mrs. Maria Jose Menendez
Ledesma.
- I had to go and get some documents that I needed urgently, the girls
from student assistance were very, very good, I love them.
- I was able to register for courses without having to go in person.
- To take a tour of the facilities
- Classes
- AS A TEACHER
6
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
6
- My last experience was going to classes at the TES, it was short
and normal.
- Registration
- In class
- Talk about student assistance
- An entrepreneurship fair
- I'm currently immersed in my academic training process at TES,
where I'm pursuing a career in innovation. Aware of the importance
of optimizing my educational experience, it is imperative that I make
the most of the laboratories available at this institution.
- However, it is unavoidable to recognize that I have experienced
several setbacks and challenges in these spaces. Unfortunately, with
the exception of laboratory H, I have been faced with the constant
problem of obsolete and notoriously inefficient computers, which do
not have the necessary capacity to respond to the demands of the area
of study.
- These difficulties have resulted in considerable wasted time and
headaches, compromising my academic progress and the
effectiveness of the teachers' teaching. It is unacceptable that the
technological resources available are not up to the educational
demands and limit the scope of our research.
- Aware of the importance of this problem, I urge the competent
authorities to address this situation diligently, seeking immediate
solutions that will allow for optimal and fruitful laboratory
experience. It is imperative that adequate investments are made to
update technological equipment and ensure that it is adapted to
current academic needs, thus promoting an environment conducive
to educational excellence and the development of innovation at our
institution."
- Exhibitions
- Discontinued computers for software development students
- Events
- I was satisfied with my registration and choice of payment plan.
- resume tees
- Business week
- The registration process is efficient
- Payment plan for 23 subjects
- As a student, the best thing I can say about TES is the quality of
the education we receive.
- Open House
- The ease of enrolment
- Currently viewing courses online
7
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
7
- Having participated in TESLETON
- Being in class
- When I asked for a payment agreement so that I could move
forward and not be late, my course director Anisslady helped me
automatically and I was able to continue 😊
- Working week
- Working week
- The project event
- I was very well looked after by the people in charge of the service.
- At an event
- Good, the technology provides excellent training together with
qualified teachers for better learning.
- A negotiation, we did it as if it were real
- Being assisted by my friendly careers director, who helped me re-
enter university.
- The last day of Business Week.
- Business week
- The ease of making a payment
- The ease of making a payment
- Business Week
- There are no options for experiences other than virtual students.
- My last experience was the video games event 🎮
- Christmas gift-giving with classmates and teachers.
- Money tigers
- Money Tigers
- The cashier area was very nice
- Final project
- In the last module I couldn't choose my topics and they took a long
time to get back to me and I only had 2 open.
- Activities
- The business week and it was spectacular
- Registration was very quick and efficient.
- I'd like to open subjects
- I had a problem with student assistance, the person who registered
me got my timetable wrong.
- The business week
- I was only able to register for 2 subjects because the timetable was
changed.
- I'm still studying very well
- Meeting new classmates
- I'm studying virtually, but I'm still satisfied with the attention given
to information.
8
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
8
- Company week
- Bad, in community outreach
- Community support
- I went to cancel and they got back to me quickly.
- MKT WEEK
- University technology
- See the article on Scripts and scripts.
- When I went to the last businees week, it was a very good
experience and a lot of learning that I took away with me.
- Delivering the bottles for the connection
- Lessons
- Student and module registration I couldn't get the 3 subjects I
wanted to choose.
- Business week
- Good
- They don't care about the student's needs.
- When applying for scholarships, there are times when they take a
long time.
- The business week event was a great event, I met many experts in
the field in the lectures and the motivation and ideas of the students
taking part.
- My last experience was making a short film with my classmates.
- TSU Career
- Waiting in the office for a call for applications that could have been
made online
- An event that was fun and educational.
- An entrepreneurship fair
6.a. Is there anything else you'd like to tell us? (Optional)
- The equipment in the computer labs is very outdated. It's not
possible to work efficiently.
- Regarding the requirement to present a project at the end of each
course, especially in the case of innovation courses which focus on
programming. I consider this project totally unnecessary and a waste
of time, as it doesn't provide adequate knowledge to help us in the
workplace as programmers. I understand the importance of acquiring
practical skills and applying theoretical knowledge to real projects.
However, the focus and requirements of current projects seem to be
misaligned with the demands of the field of work. Some of the
problems I find in these projects are as follows
o Lack of relevance: the proposed projects often don't focus on real
situations or problems that programming professionals face in the
9
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
9
field. This limits our ability to develop skills that are directly
applicable to our future careers.
o Additional workload: the projects add a significant workload to our
regular academic responsibilities. As students, we have to balance
several courses and assignments, and the need to complete additional
projects only increases stress and distracts us from other important
areas of study.
o Poor feedback: Often, the feedback provided in relation to projects
is limited and does not focus on aspects relevant to the development
of our programming skills. Without proper guidance and
constructive feedback, it is difficult to improve our skills and
understand how to apply our knowledge in a work environment.
o I suggest reviewing the current approach to projects and carrying
out a thorough evaluation of their relevance and educational value.
It would be beneficial to incorporate projects that are more aligned
with the demands and needs of the programming field of work,
focusing on practical situations and real problems that allow us to
develop applicable skills.
o Thank you for your attention to this concern and I hope you will
consider these suggestions to improve the learning experience of
students in the field of programming and the training of future
professionals in the field of innovation."
- Congratulations on being responsible with education
- Improve the food on offer in the bar
- Promote scholarships
- I would recommend simplifying the registration situation, which
can sometimes be a little complex.
According to the 144 surveys carried out among students at
Tecnológico Universitário Espírito Santo, we have the following
results:
- In terms of the NPS (Net Promoter Score, recommendation
indicator) a score of 12 was obtained, which is considered low,
especially as there is no set target.
- Among the opportunities for improvement identified for the TES
(with 150 comments from detractors), the following aspects stand
out as those that need to be worked on:
o The information provided on the website is unclear, out of date or
does not meet the student's needs.
o The communication channels, such as social networks and the
website, are not the most appropriate, as response times are not the
best.
o Payment plans are not attractive to students.
10
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
10
o The TES's information search channels are complicated.
- As for the neutrals (65 results), it can be concluded that they have
the same problems as the detractors. This means that if the quality of
services decreases by even 1%, these students are likely to quickly
become detractors.
- As for the promoters, it was identified that the aspects they like the
most are the following
o Payment plans.
o Payment methods.
o Registration process.
o Information provided on the website.
o Communication channels, such as social networks and the website.
- As an indicator of satisfaction, the rating was 63%, which is
positive. However, it is important to note that this rating does not
necessarily mean that students would recommend TES.
- Among the attributes that were measured in terms of satisfaction,
it can be concluded that the aspects that most need to be worked on
are the following:
o Projects requested in the subjects.
o Online methodology.
o Moodle platform and SAT.
o Bar service.
o The way classes are taught.
o Events organized by TES.
o Transportation service.
o Teachers' performance (service, methodology or way of teaching
classes).
In addition to the above, the service protocols of the student support,
admissions and cashier areas were audited. It was found that they
don't have any kind of protocol, everything is done empirically. For
this reason, some additional actions are proposed to resolve this
situation:
- Develop service protocols: detailed protocols should be established
for each area, defining standardized procedures for providing
services. These protocols should include clear and specific steps to
ensure consistent, high-quality care.
- Staff training: Once the protocols have been developed, it is
important to train staff in the above areas to ensure that they
understand and can effectively implement the procedures.
- Ongoing monitoring and review: An ongoing monitoring and
review process should be established to assess the effectiveness of
the protocols and make any necessary adjustments. This will ensure
11
Revista Iberoamericana de la Educación, Vol - 8 No. 3, July - September 2024
Identification of the satisfaction of Tecnológico Espíritu Santo students with the different
institutional processes and services
11
that the protocols remain relevant and aligned with the changing
needs of students and industry best practice.
- Internal communication: It is crucial to clearly communicate the
new protocols to all staff involved in the areas of student assistance,
admissions and cashiering, ensuring that they are fully informed and
committed to their implementation.
- Implement monitoring tools: Process tracking and management
tools can be implemented to facilitate the implementation and
monitoring of protocols. These tools can help identify areas for
improvement and ensure consistency in service provision.
- Promote a culture of continuous improvement: It is important to
promote an organizational culture that values continuous
improvement and commitment to excellence in the service provided
to students. This can be achieved through regular feedback meetings
and by encouraging staff to contribute ideas and suggestions for
improving processes.
Based on the results identified, the following conclusions and actions
can be suggested:
- Create customer service protocols and improve digital
communication: it is essential to establish clear and efficient
procedures for customer service, as well as improving
communication through digital media to ensure a satisfactory
experience for students.
- Set targets for NPS, CSAT and CES: it is important to set specific
targets for the Net Promoter Score (NPS), the Customer Satisfaction
Score (CSAT) and the Customer Effort Score (CES) to guide efforts
towards continuous improvement in customer satisfaction.
- Carry out periodic anonymous measurements: periodic anonymous
surveys should be carried out to obtain honest and accurate feedback
from students, which will allow for a better understanding of their
needs and concerns.
- Audit teacher performance: it is crucial to assess the quality of
teaching provided by teachers to ensure a high level of education and
student satisfaction.
- Review payment plans and make them more attractive: it is
recommended that payment plans be reviewed and improved to
make them more attractive to both students and parents, which could
increase student retention and improve the perceived value of the
educational service.
- Implementing service level agreements (SLA) for all services
offered: it is necessary to establish service level agreements (SLA)
for all services offered by the TES in order to guarantee the quality