Need for and Relevance of Customer Relationship Management in Engineering Colleges
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Modern education, with special reference to higher education (HE), is far taken out of the traditional meaning of education. A number of business features have infiltrated these institutions of HE where students assume the place of a customer. In the present business scenario customer relationship management (CRM) technology assumes an important role in managing customers. Therefore a relevant question would be to know whether educational institutions need to implement this technology to manage their constituent relationships. This paper makes an attempt to evaluate studies on commercial features of a modern educational system and then present the findings of a study conducted to know the relevance of CRM Technology in HE. An evaluation is also made to know the awareness of the concept of CRM among the educators. The findings show that the educators’ awareness of CRM strategies is good, of CRM concepts is poor and of practice is average. Further, an overwhelming majority of the respondents felt that CRM is relevant for educational institutions in the present scenario.
Abstract
Modern education, with special reference to higher education (HE), is far taken out of the traditional meaning of education. A number of business features have infiltrated these institutions of HE where students assume the place of a customer. In the present business scenario customer relationship management (CRM) technology assumes an important role in managing customers. Therefore a relevant question would be to know whether educational institutions need to implement this technology to manage their constituent relationships. This paper makes an attempt to evaluate studies on commercial features of a modern educational system and then present the findings of a study conducted to know the relevance of CRM Technology in HE. An evaluation is also made to know the awareness of the concept of CRM among the educators. The findings show that the educators’ awareness of CRM strategies is good, of CRM concepts is poor and of practice is average. Further, an overwhelming majority of the respondents felt that CRM is relevant for educational institutions in the present scenario.
참고문헌 (41)
- Allen, R.F, "Some new evidence of the character of competition among higher education institutions", Economics of Education Review, 18(4), pp.465~470 (1999)
- Annandale, W, "Higher education marketing: what a difference a year makes or does it" (2013), Higher Education Network
- Avdjieva, M, "erspectives: Exploring the Development of Quality in Higher", Education Managing Service Quality, 12(6), pp.372~383 (2002)
- Barrett, L.R, "On students as customers: some warning from America", Higher Education Review, 28(3), pp.70~71 (1996)
- Becket, N, "Evaluating quality management in university departments", Quality Assurance in Education, 14(2), pp.123~142 (2006)
- "Treating students like customers" (2005)[URL]
- Binsardi, A, "International marketing of British education: research on the students' perception and the UK market penetration", Marketing Intelligence and Planning, 21(5), pp.318~327 (2003)
- Brigham, S, "Twenty Five Snapshots of a Movement: Profiles of Campuses Implementing CQI,Washington" (1994), American Association for Higher Education
- Brochado, A, "Comparing alternative instruments to measure service quality in higher education", Quality Assurance in Education, 17(2), pp.174~190 (2009)
- "What is CRM? Customer Think Corporation" (2005)[URL]
- Coates, G, "Encouraging cream-skimming and dreg-siphoning? Increasing competition between English HEIs", British Journal of Educational Studies, 51(3), pp.202~218 (2003)
- Curtis, T, "Corporate brand management in higher education: the case of ERAU", Journal of Product & Brand Management, 18(6), pp.404~413 (2009)
- Daradoumis, T, "CRM applied to higher education: developing an emonitoring system to improve relationships in e-learning environments", International Journal of Services Technology and Management, 14(1), pp.103~125 (2010)
- Dill, D.D, "Allowing the market to rule: the case of the United States", Higher Education Quarterly, 57(2), pp.136~157 (2003)
- Demetriou, C, "Arguments against applying a customer-service paradigm", The Mentor: An Academic Advising Journal, 10(3) (2008)
- Douglas, J, "Measuring student satisfaction at a UK university", Quality Assurance in Education, 14(3), pp.251~267 (2006)
- Farr, M, "Extending participation in higher education Implications for marketing", Journal of Targeting, Measurement and Analysis for Marketing, 11(4), pp.314~325 (2003)
- Franz, R.S, "Whatever you do, don't treat your students like customers", Journal of Management Education, 22(1), pp.63~69 (1998)
- Customer Relationship Management: A Vision for Higher Education, "Grant, G.B", EDUCAUSE and NACUBO Publication, ~ (2002)
- Hemsley-Brown, J, "Brand harmonization in the international higher education market", Journal of Business Research, 60(9), pp.942~948 (2007)
- Harrison-Walker, L.J, "Customer prioritization in higher education: targeting ‘right’ students for long-term profitability", Journal of Marketing for Higher Education, 20(2), pp.191~208 (2010)
- "Higher level skills in the Tees Valley (Tees Valley Unlimited and Teesside University)" (2010)[URL]
- Helyer, R, "Aligning higher education with the world of work, Higher Education", Skills and Work-based Learning, 1(2), pp.95~105 (2011)
- Hill, F.M, "Managing service quality in higher education: the role of student as primary consumer", Quality Assurance in Education, 3(3), pp.10~21 (1995)
- Hayes, I, "New Strategies for Managing Relationships: Recent Research Findings and Recommendations for Undergraduate Admissions", National Conference on Student Recruitment, Marketing and Retention (2009)
- Jongbloed, B, "Marketisation in higher education, Clark's triangle and the essential ingredients of markets", Higher Education Quarterly, 57(2), pp.110~135 (2003)
- Joseph, M, "An educational institution's quest for service quality: customers’ perspective", Quality Assurance in Education, 13(1), pp.66~82 (2005)
- Kotler, P, "Strategic Marketing for Educational Institutions" (1995), Prentice Hall
- Lowrie, A, "Branding higher education: equivalence and difference in developing identity", Journal of Business Research, 60(9), pp.990~999 (2007)
- Maringe, F, "Vice-Chancellors perceptions of university marketing: a view from universities in a developing country", Higher Education Review, 36(2), pp.53~68 (2010)
- Nair, C, "A Case Study of CRM Adoption in Higher Education: DePaul University" (2007), School of Computer Science
- Oxford, "Compact Oxford Dictionary, Thesaurus and Word power Guide" (2006), Oxford University Press
- Payne, A, "Achieving Excellence in Customer Management: Handbook of CRM" (2006), Butterworth Heinneman
- Reichold, A, "Performance Measurement of CRM in Financial Services" (2006)
- Shank, M.D, "Understanding professional service expectations: do you know what our students expect in a quality education", Journal of Professional Service Marketing, 13(1), pp.71~89 (1995)
- Taylor, J, "Institutional diversity in UK higher education: policy and outcomes since the end of the binary divide", Higher Education Quarterly, 57(3), pp.266~293 (2003)
- UNESCO Division of Higher Education, "World Declaration on Higher Education for the Twenty-First Century: Vision and Action", World Conference on Higher Education (1998)
- "Beware the idea of the student as a customer: a dissenting view" (2008)[URL]
- Virgiyanti, W, "Investigating customer relationship management and service quality in Malaysian Higher Education", Asian Journal of Management Research, pp.578~593 (2010)
- Yeo, R.K, "Brewing service quality in higher education", Quality Assurance in Education, 16(3), pp.266~286 (2008)
- Young, S.J, "The use of market mechanisms in higher education finance and state control", Canadian Journal of Higher Education, 32(2), pp.79~101 (2002)