Region - Educational Research and Reviews

With the implementation of visa exemption policies for China by ASEAN countries such as Malaysia, Singapore, and Thailand, cross-border e-commerce in Guangxi, oriented towards the ASEAN market, has developed rapidly. This is particularly evident in the increased demand for customer service talents in online stores engaged in cross-border e-commerce. In this context, the reform of the 'Online Store Customer Service' course assumes significant importance. This paper delves into the e-commerce environment, cultural differences, and consumer habits of ASEAN, identifying shortcomings in the existing course structure. Addressing these shortcomings, the paper proposes a series of practical and feasible reform measures aimed at enhancing the practicality and internationalization of the course. These reforms are designed to cultivate professional customer service personnel who can effectively communicate in a cross-cultural context. Finally, the study discusses the practical implications of this research and outlines future research directions.