.png)
Implementing CRM in Higher Education A Case Study of Université des Mascareignes (Ex-SDIM)
Author(s) : Randhir RoopchundVolume & Issue : VOLUME 2 / 2014 , ISSUE 1
Page(s) : 9
Abstract
Higher Education is globalizing and internationalizing and Mauritius seeks to become a regional hub for education. This research paper seeks to understand and evaluate the potential of implementing a Customer Relationship Management (CRM) framework in higher education in Mauritius with special reference to the Université des Mascareignes (Ex-UDM). The Université des Mascareignes is one of the four public universities in Mauritius. CRM has grown in importance in the non-commercial field, as marketers have realized that, its principles can be applied for customer retention. The research paper will be highly useful as universities have not yet embarked on a full-fledged structured approach to build relationships with students. The main elements identified by the study could be used to bolster relationships and increase customer loyalty. Mauritius seeks to become a knowledge hub and consequently developing effective relationships is of paramount importance. The case of Université des Mascareignes is chosen as it is the first bilingual university in Mauritius.
Keywords
CRM, Higher Education, Customer retention
References
ActiveMedia (2003), The Customer Relationship Management experience.
Agatha R (2014), The Quality Function Deployment in Higher Education, Widyatama Repository- International Seminar.
Arimoto, A. (1997), Market and Higher Education in Japan, Higher Education Policy,Vol 10 No 3-4, pp 199-210.
Barett L. R. (1996), On students as Customerssome warning from America, Higher Education Review, Vol. 28 No 3, pp 70-71.
Brookes, M.(2003), CRM Spending and Satisfaction
Report,Available from< www.umsi.edu>
Accessed on 30th October 2013].Buttle F.(2009), Customer Relationship Management: Concepts and Technologies(2nd ed), Oxford:Butterworth Heinemann.
Conway, T., Mackay S., and Yorke D. (1994), Strategic Planning in Higher Education: who are the customers?, The International Journal of Educational Management, Vol 8 no. 6, pp 29-36.
Daradoumis H. et al. (2010), CRM applied to Higher Education: Developing an emonitoring system to improve relationships in e-learning environments, International Journal of Services.
Gartner Group (2008), Available from www.gartner.com, [Accessed on 25th October 2013].
Grant, B and Anderson (2002), CRM: AVision for Higher Education, PMP Publications UK.
Gronroos C. (2000), The relationship marketing process: communication, interaction, dialogue, value, Journal of Business and Industrial Marketing, 19,(2), 99-113.
Khodakarami F and Chan Y. (2014), Exploring the role of Customer Relationship
Management (CRM) systems in customer knowledge creation, Journal of Information and Management, 51 (27-42).
King, M.A (2008), A Strategic Assessment of the Higher Education Industry: Applying the Porter’s Five Forces for Industry Analysis. Paper presented at the “Southeastern Decision Sciences Institute Annual Conference”, Pamplin College of Business, Virginia Polytechnic and State University.
Kotler P. and Fox K. (1995), Strategic Marketing for Educational Institutions (2nd ed), New Jersey: Prentice Hall.
Marginson S. and Wende M. (2006), Globalisation and Higher Education, OECD Report
Oplatka (2006), The research on school marketing: current issues, future directions, Journal of EducationalAdministration,Vol. 42 No. 3, pp.375-400.
Pausits A, and Pellert A (2007), Higher Education Management and Development in Central, Southern and Eastern Europe. Munster: Waxmann.
Pimpa, N. (2003), Development of an instrument for Measuring Familial Influence on Thai Students’ Choice of International Education. International Education Journal, 4(1), 24- 29.Preedy M, Glatter R. and Wise C., Strategic Leadership and Educational improvement, Open University, London, UK.
Rajagopal and Romulo Sanchez (2005), Analysis of Customer Portfolio and Relationship Management Models: Bridging Managerial Gaps, Journal of Business and Industrial Marketing, 20(6) 307-316.
Reinatz,W and V.Kumar (2003), “The impact of customer relationship characteristics on profitable lifetime duration”, Journal of Personal Selling and Sales Management, Vol 3.
Scott, P.(2000), Globalisation and Higher Education: Challenges for the 21st Century, Journal of studies in International Education, 4(1), 3-10.
Shainesh G. and Sheth J(2006), Conceptual Foundations of CRM: A Strategic Initiative, Macmillan.Singh, D. Agarwal (2003), CRM Practices in Indian Industries, International Journal of Customer Relationship Management, Vol 5, pp 241-257. 63.
Szeinbach, Barnes and Garner (1997), The impact of Customer Relationship Management on Customer Loyalty.Tertiary Education
Commission Homepage, Available on http:// tec.intnet.mu, [Accessed on 10th June 2006].Université des Mascareignes Homepage,Available from www.udm.ac.mu, [Accessed on 25th October 2013].
