Customer Relationship Management Model in Higher Education: A Case of Malaysia
Journal Title: Journal of Social Economics - Year 2014, Vol 1, Issue 1
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.
Authors and Affiliations
Hossein Ahmadi, Maryam Salahshour, Rad, Mehrbakhsh Nilashi, Othman Ibrahim, Halina Mohamed Dahlan, Alireza Almaee
Keywords
Related Articles
- EP ID EP28633
- DOI -
- Views 370
- Downloads 8
International Ethics and Social Responsibility with the Case Study of Phillip Morris Organization
In fact the concept of “ethics and social responsibility” has been the subject of controversial debate in our modern world as many organizations are now faced with challenges when it comes to executing of daily busines...
Poverty and Regional Inequality in Ghana; A Review
Poverty is one of the most familiar and enduring conditions known to humanity. Some researchers view it as a reaction to the stress of being poor, whereas others perceive it as a process of adapting to the condition of...
Risk-Taking and Logo Priming in College Students
Risk-taking behaviors were examined as associated with either The North Face® or Coca-Cola® logo. Participants (N = 98) were primed with either logo, or a control, followed by a survey that asked questions related to r...
Zimbabwe Economic Crisis: The Social Dimension of the crisis
Zimbabwe broke the world record with the highest annual inflation rate of 231,000,000% (BBC news, 2008). As a result, it faced severe economic crisis, which sent many Zimbabweans to Diaspora in search for greener pastu...
Education as Key Factor on Poverty
Education and poverty are two axes that have been continuously tackled together, since they think education is a key factor to reducing poverty which has not yet been eradicate and is present throughout the world. At p...