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Studies on Balkan and Near Eastern Social Sciences

Edited By Rasim Yilmaz and Günther Löschnigg

This volume is a collection of empirical and theoretical research papers in the social sciences regarding the Balkans and the Near East written by researchers from several different universities and institutions. The studies include a wide range of topics from economic, financial, political, agricultural, sociological, international relations to historical, cultural, and feminist issues in the region of the Balkan and Near East. The book is aimed at educators, researchers, and students interested in the Balkan and Near Eastern countries.

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Student Relationship Management in Higher Education (Adnan Duygun)

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Adnan Duygun1 Student Relationship Management in Higher Education Introduction Educational institutions are undergoing important changes in how they interact and operate with their customers (i.e. students, faculty members, donors, alumni, and staff members) (Grant and Anderson, 2002; Sharma, Khan and Sanjay, 2011). Although the concept of marketing is a century-old concept, marketing for edu- cation evolved as a distinct discipline in the beginning of this century. Students are the most important decider of business in higher education (HE) and are given the supreme position in marketing (Bisaria, 2010). In order to succeed and differentiate themselves from others, higher education institutions (HEIs) need to build meaningful relationships with not only existing students but also with potential ones as well (Seeman and O’Hara, 2006). Seymour (1993) states that although one might hesitate to call students “cus- tomers” because of the student-academic relationship, there would be no need for HEIs without students. Under the circumstances, the need to manage HEIs registrations from the first contact with student until graduation has become increasingly important (Fontaine, 2014). Arnett, German and Hunt (2003) indicate that although most of the research on customer relationship management (CRM) concept was interested in corpo- rations, the findings from these researches are applicable to HEIs (Hrnjic, 2016). On this basis, in this study, student relationship management (SRM) was used instead of customer relationship management (CRM). Depending on the expla- nation that was made so far, the purpose of this study is to examine the SRM on retention in HEIs. Examining CRM...

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