Developing Conceptual Model in Customer Relationship Management to Increase Customer Satisfaction for Private Higher Education Institution in Jakarta

10 Pages Posted: 18 Oct 2018

See all articles by Cicilia S. Bangun

Cicilia S. Bangun

University of Indonesia (UI)

M. Dachyar

University of Indonesia (UI)

Rahmat Nurcahyo

University of Indonesia (UI)

Date Written: September 12, 2018

Abstract

Private Higher Education Institution (HEI) in Indonesia is growing rapidly and has to compete to be chosen by potential students. HEI has to increase the quality of service and understand the students’ needs and desires to satisfy them as a customer. Customer Relationship Management (CRM) is a strategy to increase the students’ satisfaction and loyalty. Satisfied students can be a good influencer who attracts potential students by using their excited words. This study aimed to develop a conceptual model to increase students’ in CRM. This research was started by identifying various services through literature study and reviewed by five experts in HEI marketing departments. The questionnaire was distributed to 550 students who are in their third academic study; moreover, only 495 questionnaires were valid to be further processed. This study uses Structural Equation Modeling (SEM) to develop a conceptual model based on its ability to manage variable in large quantity. The findings of this study showed there is a close relationship between the service quality variables and the student satisfaction.

Keywords: Customer Satisfaction, Service Quality, CRM, Higher Education Institution

Suggested Citation

Bangun, Cicilia S. and Dachyar, M. and Nurcahyo, Rahmat, Developing Conceptual Model in Customer Relationship Management to Increase Customer Satisfaction for Private Higher Education Institution in Jakarta (September 12, 2018). International Conference On Multidisciplinary Academic (ICMA) 2018. Available at SSRN: https://ssrn.com/abstract=3248152 or http://dx.doi.org/10.2139/ssrn.3248152

Cicilia S. Bangun (Contact Author)

University of Indonesia (UI) ( email )

Jl. Prof. Sumitro Djojohadikusumo
Depok, DKI 16424
Indonesia

M. Dachyar

University of Indonesia (UI) ( email )

Jl. Prof. Sumitro Djojohadikusumo
Depok, DKI 16424
Indonesia
+62811170926 (Phone)

Rahmat Nurcahyo

University of Indonesia (UI) ( email )

Jl. Prof. Sumitro Djojohadikusumo
Depok, DKI 16424
Indonesia

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