Drama Experience in Upgrading Marketing Learners’ Competence in Improving Customer Satisfaction

Abstract

Currently, a major issue faced by Marketing learners in China is how to enhance their competence in improving customer satisfaction. Solving this problem will help them effectively meet market demands once they enter the workforce after graduation. This study investigated the impact of drama experience on the competence in improving customer satisfaction of Chinese Marketing learners and the mediating role of self-efficacy. Recently, research on drama education has increasingly explored its impact on college student’s social skills, with drama even becoming a powerful tool for interdisciplinary teaching. However, there is limited research on the effect of drama on Marketing learners. Therefore, this study aims to explore the impact of drama from the perspective of the Marketing discipline. A quantitative research method was employed over four months. The researcher distributed three surveys to Marketing learners at one Chinese university to collect their perspectives on their drama experience, self-efficacy, and improving customer satisfaction competence. The results of the data analysis indicated that drama experience significantly affects the competence in improving customer satisfaction of Marketing learners, with self-efficacy also playing a mediating role. This study shows that both in-class and out-of-class drama experience positively influence Marketing learners’ ability to manage customer relationships, further highlighting the importance of drama in university education.