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Using College Web Sites for Student Recruitment: A Relationship Marketing Study

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  • Bart Kittle
  • Diane Ciba

Abstract

This random sample, three-year study examines the home pages of four-year colleges and universities on the World Wide Web. Using a five-level relationship marketing model, Web page content was analyzed focusing on pre-transaction student recruitment strategies in three content areas: applications, faculty, and tours. Descriptive and statistical results indicate increasing amounts of interactivity and two-way communication from 1997 to 1999.

Suggested Citation

  • Bart Kittle & Diane Ciba, 2001. "Using College Web Sites for Student Recruitment: A Relationship Marketing Study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 11(3), pages 17-37, November.
    • Handle: RePEc:taf:jmkthe:v:11:y:2001:i:3:p:17-37
    DOI: 10.1300/J050v11n03_02
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    Cited by:

    1. Gina M. M. Stango & James R. Carter, 2017. "A Guided Review of Top-10 Rated Social Work Education Program Websites: Diversity in the Digital Age," SAGE Open, , vol. 7(3), pages 21582440177, August.

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