Use of customer relationship management systems: Evidence from Higher Education Institutions in Colombia
DOI:
https://doi.org/10.18041/libemp.2017.v14n1.27111Keywords:
Customer relationship management, Higher Education Institutions, Student DropoutAbstract
This document explores Customer Relationship Management Systems (CRM) use at Higher Education Institutions (HEI’s), in Colombia. In-depth interviews were conducted involving 8 marketing managers at private HEI’s, information was processed in NVIVO. Findings indicate that all HEI’s interviewed use CRM; however, some conduct campaigns through other sources (i.e. information systems or manually), which leads to further disarticulation of marketing activities, due to reprocessing. The above has as managerial implication the need to generate mechanisms that allow information and marketing management strategies as part of organization culture, to keep and track customers knowledge through CRM potential, in a country with high levels of student dropout.
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References
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effectiveness in higher education institutions: Driving student success. Management
Education, 14(1), 1–10.
orientation and customer loyalty in higher education. Mediterranean Journal of Social
Sciences, 6(4), 466–474. https://doi.org/10.5901/mjss.2015.v6n4p466
2. Bejou D., Bejou A. (2012). Shared Governance and Punctuated Equilibrium in Higher
Education: The Case for Student Recruitment, Retention, and Graduation.
3. Castellanos-Camargo, L. G., Rojas-Berrío, S. P., & Robayo-Pinzón, Ó. J. (2016). Entrevistas
de la Investigación. Bogotá D.C., Colombia.
4. Daradoumis, T., Faulin, J., Juan, A., Martínez-López, F., Rodríguez-Ardura, I., & Xhafa,
F. (2008). Expanding the customer relationship management scope to the non-profit
organizations: an analisys focused on the E-University Domain. In M. Baptista-Nunes,
P. Isaías, & P. Powell (Eds.), IADIS International Conference e-Commerce 2008 (pp. 113–
119). Algarve, Portugal: International Association for Development of the Information
Society. Retrieved from http://www.iadisportal.org/is-2008-proceedings
5. Dužević, I., & Čeh Časni, A. (2015). Student and faculty perceptions of service quality:
the moderating role of the institutional aspects. Higher Education, 70(3), 567–584.
https://doi.org/10.1007/s10734-014-9857-3
6. Frow, P., Payne, A., Wilkinson, I., & Young, L. (2015). CRM and customer management:
Identifying and confronting dark side behaviours. In The Dark Side of CRM: Customers,
Relationships and Management (pp. 21–38). University of Sydney Business School,
Australia. https://doi.org/10.4324/9781315753737
7. Gil-Lafuente, A., & Luis-Bassa, C. (2011). La Innovación centrada en el cliente
utilizando el Modelo de Inferencias en una Estrategia CRM. Investigaciones Europeas
de Dirección Y Economía de La Empresa, 17(2), 15–32.
8. Hernández-Mejía, M.-C. (2008). La cultura orientada al cliente trasciende a una
estructura de CRM en las instituciones de educación superior públicas y privadas
(universidades) del Eje Cafetero. Universidad Nacional de Colombia. Retrieved from
http://www.bdigital.unal.edu.co/1128/1/marthaceciliahernandezmejia.2008.pdf
9. Khashab, B., Gulliver, S. R., Alsoud, A., & Kyritsis, M. (2014). Scoping customer
relationship management strategy in HEI understanding steps towards alignment of
customer and management needs. In ICEIS 2014 - Proceedings of the 16th International
Conference on Enterprise Information Systems (Vol. 2, pp. 267–274). School of Business
Informatics, Systems and Accounting, University of Reading (UK), Henley Business
School, RG6 6UR, Reading, Berkshire, United Kingdom. Retrieved from https://www.
scopus.com/inward/record.uri?eid=2-s2.0-84902344163&partnerID=40&md5=3d76d5
4eac5484ea58b2607eebcb56d5
10. Kornbluh, M. (2015). Combatting Challenges to Establishing Trustworthiness in
Qualitative Research. Qualitative Research in Psychology, 12(4), 397–414. https://doi.
org/10.1080/14780887.2015.1021941
11. Montoya-Restrepo, A., Montoya-Restrepo, I., & Rojas-Berrio, S. (2012). Percepción de
la calidad y satisfacción de la elección de los estudiantes de primer semestre en la
Castellanos-Carmargo, et al.
252 Universidad Libre - Cali
Facultad de Ciencias Económicas de la Universidad Nacional de Colombia. Poliantea,
8(14), 71–94.
12. Nagori, V. (2013). CRM for academic institution and universities. In Enterprise Resource
Planning: Concepts, Methodologies, Tools, and Applications (Vol. 1–3, pp. 198–204).
https://doi.org/10.4018/978-1-4666-4153-2.ch012
13. Pember, E. R., Owens, A., & Yaghi, S. (2014). Customer relationship management: A
case study from a metropolitan campus of a regional university. Journal of Higher
Education Policy and Management, 36(2), 117–128. https://doi.org/10.1080/136008
0X.2013.861056
14. Petrella, C. (2008). Gestión de la relación de las universidades con docentes, estudiantes
y egresados. Revista Iberoamericana de Educacion, 47(5), 1–14.
15. Rowley, J. (2003). Retention: Rhetoric or realistic agendas for the future of higher
education. International Journal of Educational Management, 17(6), 248–253. https://
doi.org/10.1108/09513540310487578
16. Sahney, S., Banwet, D. K., & Karunes, S. (2008). An integrated framework of indices for
quality management in education: A faculty perspective. TQM Journal, 20(5), 502–519.
https://doi.org/10.1108/17542730810898467
17. Santamaría, F.-A., & Bustos, A. (2013). Permanencia y abandono en la educación
superior: una experiencia de investigación a partir de las voces de los jóvenes
estudiantes. Revista Infancias Imágenes, 12(2), 73–80.
18. Seeman, E. D., & O’Hara, M. (2006). Customer relationship management in
higher education: Using information systems to improve the student-school
relationship. Campus-Wide Information Systems, 23(1), 24–34. https://doi.
org/10.1108/10650740610639714
19. Zeine, R., Palatnick, F., Boglarsky, C., Blessinger, P., Herrick, B., & Hamlet, M. (2015).
Customer service focus and Mission Articulation as measures of organizational
effectiveness in higher education institutions: Driving student success. Management
Education, 14(1), 1–10.
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Published
2017-01-02
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Use of customer relationship management systems: Evidence from Higher Education Institutions in Colombia. (2017). LIBRE EMPRESA, 14(1), 241-252. https://doi.org/10.18041/libemp.2017.v14n1.27111
