SOTAMINGA CINILIN, MARCELO JAVIER
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SOTAMINGA CINILIN, MARCELO JAVIER
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Quito

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Student Perceptions of an AI-Based Assistant for Formative Feedback in Higher Education

2026 , SOTAMINGA CINILIN, MARCELO JAVIER , Miguel Ángel Uribe-Laverde

The integration of artificial intelligence (AI) in higher educationHigher education is transforming assessment and feedback practices, yet empirical evidence from Latin America remains scarce. This study examines students’ perceptions of an AI-based assistant (ChatGPT) for formative feedbackFormative feedback and assessment in an undergraduate instructional design course in Ecuador. Using a mixed-methods design, results show high levels of Perceived Usefulness, Ease of Use, and Motivational Value, while concerns emerged regarding transparencyTransparency, privacy, and equitable access. Students valued the immediacy and objectivity of AI-generated feedback but emphasized the need for clearer grading criteria and continued human mediation. These findings provide one of the first regional contributions to understanding the role of AI-based assistants in higher educationHigher education, underscoring their potential to complement traditional feedback in resource-constrained environments while highlighting ethical and practical challenges that must be addressed for equitable adoption. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Business Development Through Entrepreneurship Maturity Measurement

2026 , Sánchez Montero, Ivanna Karina , Borja Galeas, Carlos , SOTAMINGA CINILIN, MARCELO JAVIER

Business development is a crucial process for the growth and maturation of ventures; in this context, the design of the software called Nexus 4D emerges as an innovative solution to assess and enhance their development in the market, providing a comprehensive approach from ten facets of the Science of Administration. It enables entrepreneurs to measure the maturity level of their business activities, identify areas for improvement, and pinpoint market opportunities. This tool facilitates strategic decision-making and assists ventures in adapting to market changes, strengthening their competitive position, and ensuring long-term sustainability. It becomes a fundamental ally in driving business development and maturation within a dynamic and competitive business environment. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Advanced Customer Segmentation in the Natural Supplements Industry to Enhance Marketing Strategies Using Big Data Tools

2026 , Sánchez Montero, Ivanna Karina , SOTAMINGA CINILIN, MARCELO JAVIER

This study underscores the critical role of Big Data and Business Intelligence tools in modern corporate decision-making, particularly in the natural supplements industry, where understanding customer behavior through advanced segmentation can significantly enhance marketing strategies and overall business performance. In this research, two years of purchase records from a company in the natural supplements industry were analyzed using a combination of segmentation algorithms and RFM (Recency, Frequency, and Monetary value) analysis to identify distinct customer profiles. Leveraging Python, three clustering algorithms—K-means, DBSCAN, and Agglomerative Hierarchical—were implemented and evaluated, with the Silhouette Score identifying K-means as the most effective approach. This model categorized customers into four key segments: high-value customers, potential growth customers, at-risk customers, and occasional buyers. The insights derived from this segmentation process were fundamental in designing targeted marketing strategies, optimizing resource allocation, and improving customer retention. Furthermore, this study highlights how businesses that embrace data-driven decision-making gain a competitive edge by personalizing customer interactions, enhancing efficiency, and increasing the return on investment in marketing. The findings suggest that the integration of predictive modeling and intelligent data analysis supports more precise segmentation and enables organizations to anticipate trends, mitigate risks, and drive sustainable growth. The application of Big Data and Business Intelligence in this context allows companies to transform large datasets into actionable insights, fostering proactive and informed decision-making in dynamic and competitive markets. Ultimately, this research provides strong evidence that leveraging advanced analytics can lead to substantial economic benefits, positioning businesses for long-term success in data-driven environments. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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Technological Migration and Software Optimization for Measuring Entrepreneurship Maturity

2026 , SOTAMINGA CINILIN, MARCELO JAVIER , Sánchez Montero, Ivanna Karina , Borja Galeas, Carlos

This study analyzes the technological migration and optimization of Nexus4D as a strategy to enhance the measurement of entrepreneurship maturity. Nexus4D was developed initially with a closed faced performance, scalability, and sustainability limitations. To address these challenges, a migration to open-source solutions was implemented, utilizing WordPress for content management, LimeSurvey for data collection, and Power BI for advanced analysis. Through a methodological approach based on diagnosis, implementation, and impact evaluation, a significant improvement was observed in operational efficiency, security, and user experience. The findings highlight how adopting open technologies can strengthen innovation in academic and business platforms, facilitating data-driven decision-making. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.

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