Evaluation of the impact generated by internal marketing in the provision of student services of the Higher Education Institutions of Mexico

Abstract

An investigation was conducted to evaluate the internal marketing in a higher educational institution (HEI) located in the northwest of the Mexican Republic, which was based on information of eleven HEI that are the most important of Mexico. In this scientific study, was made evaluations and surveys to 100 students in outdoors of an educational institution located in Tijuana city, Baja California, Mexico, observing that the action of internal marketing from the HEI evaluated, generated a Increase in the productive yielding of workers of Scholar Services Department, and increasing the satisfaction indices of students of the educational institution mentioned above. This investigation was developed to corroborate the information obtained from the eleven HEI mentioned above. These higher education institutions, which are the most important of Mexico, are located in several regions of our country, and are considered the most prestigious universities in Mexico. For this reason, this scientific study was conducted to determine the level of quality of student services provided to students of this faculty where the scientific study was made, and the effect generated by internal marketing that improved the quality of services provided to the IES students evaluated in the 2021. This investigation concluded that the internal marketing is of great importance in the provision of student services by human capital, because students can be considered as clients and educational institutions, being evaluated to improve their service activities.