Customer Relationship Management Approach and Student Satisfaction in Higher Education Marketing
Ogunnaike Olaleke Oluseye, Borishade Taiye Tairat,
Jeje Olumide Emmanuel
Keywords:
Customer relationship management, Student Satisfaction, Student Lifecycle Management, Parent Relationship
Management.
Abstract:
The primary objective of the article was to determine the relationship between customer relationship
management and student satisfaction. The study explored the ways in which student
satisfaction can be achieved with the use of customer relationship management. Both descriptive
and inferential statistics were employed in this research. The following hypotheses were formulated
in this study: Student Lifecycle management has a significant impact on the student’s willingness
to recommend to others, Parent relationship management has a positive impact on the
students’ willingness to recommend their universities to others. A multiple regression analysis
was employed in the hypothesis testing. The research findings showed that student’s willingness
to recommend to others increases when the student lifecycle in the university is well managed. It
was also discovered that strong parent relationship management at the University enhances the
student’s willingness to recommend their Universities to others. It is therefore recommended
that Universities should adopt effective customer relationship management strategies to achieve
student satisfaction.
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10.7441/joc.2014.03.04
Ogunnaike O.O., Borishade T.T., Jeje O.E. (2014). Customer Relationship Management Approach and Student Satisfaction
in Higher Education Marketing. Journal of Competitiveness, 6 (3), 49-62 https://doi.org/10.7441/joc.2014.03.04
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