Customer Relationship Management Approach And Student Satisfaction in Higher Education Marketing

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.

Keywords: Customer Relationship Management, Student Satisfaction, Student Lifecycle Management, Parent Relationship Management

JEL Classification: M1, M3