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Customer Relationship Management and Service Quality: Influences in Higher Education

Wali, Andy Fred and Wright, Len Tiu (2016) Customer Relationship Management and Service Quality: Influences in Higher Education. Journal of Customer Behaviour, 15 (1). pp. 67-79. ISSN 1475-3928

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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.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
L Education > LB Theory and practice of education > LB2300 Higher Education
Schools: Huddersfield Business School
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Depositing User: Cherry Edmunds
Date Deposited: 16 Feb 2016 10:10
Last Modified: 28 Aug 2021 17:24


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