Wali, Andy Fred and Wright, Len Tiu (2016) Customer Relationship Management and Service Quality: Influences in Higher Education. Journal of Customer Behaviour, 15 (1). ISSN 1475-3928 (In Press)
- Accepted Version
Restricted to Repository staff only until September 2017.
This study with international students in the UK Higher Education (HE) sector adopts a qualitative research approach to examine the impact of customer relationship management (CRM) and service quality. From the literature six construct themes for measuring customer relationship management were suggested and the interview data with focus groups from a university in the north of Britain were analysed using a thematic template analysis technique. The study showed that an effective CRM programme to improve service quality has the ability of inducing positive advocacy behaviour from its international students. The paper makes a recommendation for policy makers in the higher education sector to embrace investment in CRM.
|Subjects:||H Social Sciences > HF Commerce
L Education > LB Theory and practice of education > LB2300 Higher Education
|Schools:||The Business School|
|Depositing User:||Cherry Edmunds|
|Date Deposited:||16 Feb 2016 10:10|
|Last Modified:||16 Feb 2016 19:33|
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