Customer relationship management as a systematic strategy for deploying service-oriented universities
Subject Areas :
soghra afkaneh
1
(گروه علوم تربیتی ،دانشکده علوم تربیتی و مشاوره ، دانشگاه آزاد اسلامی ، رودهن ، ایران)
parivash jafari
2
(دانشیار)
Keywords: Service-oriented University, effective service facilitators, relationship management in universities,
Abstract :
This study is aimed to identify and determine customer relationship management in universities and higher education centers in order to provide an appropriate conceptual model for service orientation and developing theoretical foundations in this regard .The research is recognized as an applied one and the research method of this study is descriptive survey. Statistical populations of this study are Islamic Azad universities in Tehran. Performing sample size formula based on quantitative variables, the size of sample was calculated. 500 PHD students and faculty members were chosen through random multiple cluster sampling. Research data were collected using questionnaire including 63 items. Data analysis was performed by structural equation modeling and path analysis techniques. The results show that the score of fundamental factors such as Venerate and preserving privacy of customers, Creating empathy and Trust Customers and effective service facilitators, developing and strategic emphasize on service-orientation is in an ideal condition (4.6 out of average 3). Based on the statistical populations' point of view, for deploying service-orientation and reaching to the ideally expected condition; aforementioned factors can be served as an effective conceptual model for improving customer relationship management in order to internalization in the universities.
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