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Evaluating Customer Relationship Management in the Context of Higher Education
Abstract
The current economic climate has its effect on the higher education sector as less money is provided by governments and increasing number of students with higher demands and expectations intensify competition among universities. Customer relationship management (CRM) has become a key instrument in attracting paying students as retaining a long-lasting relationship provides financial and other benefits. This paper presents a structured literature review to analyze requirements for a student relationship management system (SRMS) as discussed in literature and analyzes the findings with results gained through an online survey which was conducted with students and alumni from four Ivy League universities. The results of this preliminary study show that universities need to focus on perceived service quality, satisfaction and trust of their students to enhance student and alumni retention. Preferred communication channels vary by communication partner and topic. In regard to student-university communication, university administrations need to improve their relationship and communication habits as student satisfaction with administrative services is lowest in comparison to lecturers and mentors. Current SRMS revealed gaps for student life support, class selection and financial aid.
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