Customer Relationship Management and Service Quality: a qualitative study

This study examined customer relationship management effectiveness and Service quality on international customers in a single University in the UK higher education sector. We adopted the qualitative research design with focus group interview approach. Focus group discussions were carried out with twelve purposively sample units of analysis from the case University. The study primary data was analysed using thematic template technique with Nvivo 10. The study found that the CRM programme of the case University is effective following the various students‟ oriented social and academic programs. Findings also showed that its CRM program influenced international students‟ satisfaction and positive advocacy behaviour. The study found six emerging themes for evaluating customer relationship management effectiveness in the higher education sector. Thus, recommended the need for strategic policy makers in the higher education sector to enhance investments on building stronger customer relationship management infrastructure.KEYWORDS: Customer Relationship Management, Service Quality, Qualitative Study