Resumen

PERALTA GUTARRA, Karol Susan et al. Marketing strategies for English language teaching services to enhance the image of the Senati Language Center. Universidad y Sociedad [online]. 2022, vol.14, n.1, pp. 320-332.  Epub 10-Feb-2022. ISSN 2218-3620.

The main objective of this research is to determine the impact of the dimensions of the Competitive Strategies of Service Marketing on the level of language teaching offered by the SENATI Language Center, in order to improve the brand of that institution. The sample consisted of a total of 40 students. For the analysis of these data, a questionnaire was conducted in two sections, from which the answers were operationalized by applying the Likert scale. As a result it has been found that the level of competitive strategies in the Language Center has not been well implemented, as well as the competitive advantages in service costs, differentiation and focus are considered low. These dimensions had a moderate impact on English language teaching in that institution, which in turn was considered low.

Palabras clave : Service marketing; service satisfaction; service costs.

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