IDEAS home Printed from https://ideas.repec.org/a/rss/jnljse/v1i1p1.html
   My bibliography  Save this article

Customer Relationship Management Model in Higher Education: A Case of Malaysia

Author

Listed:
  • Hossein Ahmadi
  • Maryam Salahshour
  • Rad
  • Mehrbakhsh Nilashi
  • Othman Ibrahim
  • Halina Mohamed Dahlan
  • Alireza Almaee

Abstract

Customer relationship management (CRM) is becoming imperative strategic for organization in every sector of business. Educational institutions are also realizing how important their operation and interaction is, with their customers who includes students, alumni, donors, faculty members, and staff members. Therefore, in universities satisfying of alumni members is essential through improving long term relationship with them. Alumni liaison unit (ALU) was established to help university as center of service to alumni members for satisfying their needs; however without an appropriate CRM strategy it will not be attainable. Basically, this emphasis that there should be a suitable model for guiding this unit to realize one to one relationship with each key alumni member to customize their services toward them. Therefore, in the current paper a new model of CRM strategy was developed. Interview and questionnaire conducted with university technology Malaysia (UTM) ALU and its alumnus. The findings indicate that the current relationship between the alumni organization and UTM alumni is just for a short time, due to the reasons from the alumni members that most of them cannot be satisfied with the ALU after a short period of time. The questionnaire was as novelty to be conducted in this study which presented us clearly the suggestions result from the alumni members for some certain factors that cause to improve their needs which will enhance and maintain the relationship between the alumni organization and the UTM alumni.

Suggested Citation

  • Hossein Ahmadi & Maryam Salahshour & Rad & Mehrbakhsh Nilashi & Othman Ibrahim & Halina Mohamed Dahlan & Alireza Almaee, 2014. "Customer Relationship Management Model in Higher Education: A Case of Malaysia," Journal of Social Economics, Research Academy of Social Sciences, vol. 1(1), pages 1-10.
    • Handle: RePEc:rss:jnljse:v1i1p1
    as

    Download full text from publisher

    File URL: http://rassweb.org/admin/pages/ResearchPapers/Paper%201_1495869125.pdf
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rss:jnljse:v1i1p1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Danish Khalil (email available below). General contact details of provider: http://www.rassweb.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.