Professor Experience in Higher Education Institutions, Considering Cultural Factors: A Literature Review

In a context where organizations are customer oriented, maintaining customer satisfaction becomes a primary and ongoing mission. This translates into satisfying customer needs, which, when fulfilled, can directly manifest itself as a competitive advantage. Customer Experience (CX) studies the relationship between a company and its customers. It takes into account the emotional and physical factors that customers experience when interacting with the products, systems and services provided by the company/organization. This research delves into the Professor's Experience (PX) in Higher Education Institutions (HEIs), which is a specific subset of CX. In this case, the academic/professor is understood as a type of customer of the products, systems and services offered by HEIs. Although the literature indicates the existence of several studies related to the professor's experience, most of them are oriented to students and their experience. Because of this lack, the following research questions are generated: what is PX(in HEIs), what are the dimensions/attributes/factors that influence PX, what methods are used to evaluate PX, and how cultural factors influence PX. Among the various approaches that can be used when studying PX, culture represents one of the most significant. It has a direct impact on academic and personal pursuits throughout life.