Customer Relationship Management in the Special Units at Faculty of Education, Ain Shams University A Proposed Model

Zaghloul Ragheb Ahmad, Iman; Abdel Salam Ali, Osama

doi:10.21608/jsre.2021.103346.1390

Customer Relationship Management in the Special Units at Faculty of Education, Ain Shams University A Proposed Model

Document Type : Original Article

Authors

¹ the National Center for Educational Research and Development- Egypt

² Comparative Education &amp; Educational Administration- Faculty of Education - Ain Shams University- Roxy

10.21608/jsre.2021.103346.1390

Abstract

The concept of customer relationship management (CRM) has got great attention in the literature of marketing thought as it reflects the commitment of universities towards their customers. As a result of the increasing requirements of customers of the services and activities of the university-special units, as well as the intense competition between them, these units realized the importance of meeting the requirements of their customers in order to remain at the forefront, by providing them with the best services so as to retain them, attract more of them and strengthen their relations with them, and four dimensions of CRM were defined in the research namely: customer focus, CRM organization, customer knowledge management, and technology-based CRM, and the main aim of the research was to develop a proposed model of CRM in the special units at faculty of education, Ain Shams University and the requirements for its application, and the research used the descriptive method to achieve this goal, and the questionnaire was used as a research tool to identify the availability of CRM four dimensions in the special units at faculty of education, Ain Shams University, and then the proposed model and the requirements for its application were presented.

Keywords

Main Subjects

Education

References

Boulding, William et al. (2005). A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go, Journal of Marketing, Vol.69, No.4.

Buttle, Francis and Maklan, Stan. (2017). Customer Relationship Management: Concepts and Technologies, third edition, London: Routledge.

CRM-customer-relationship-management. (2021). Available at: https://whatis.techtarget.com/search/query?q=crm. (Accessed July 31, 2021).

El-Helaly, Nehal, Ebeid, Ahmed and El-Menbawe, Azza. (2015). The Role of Customer Knowledge Management Process in Service Recovery Performance: An Applied Study to the Egyptian National Railways, International Journal of Management and Applied Research, Vol. 2, No. 1.

Foss, Bryan and Stone, Merlin. (2002). CRM in Financial Services: A Practical Guide to Making customer Relationship Management Work, London: Kogan Page Limited.

Gay, L.R. (1992). Educational Research: Competencies for Analysis and Application, 4th Edition, New York: Macmillan Publishing Company.

Karlöf, Bengt & Lövingsson, Fredrik Helin. (2005). The A-Z of Management Concepts and Models, London: Thorogood Publishing.

Laketa, Marko et al. (2015). Customer Relationship Management: Concept and Importance for Banking Sector, UTMS Journal of Economics, Vol.6, No.2.

Magic Software Enterprises Whitepaper. (2021). The Customer Relationship Management Phenomenon. Available at: https://www.magicsoftware.com/resource-center/?resource-type=white-paper. (Accessed July 30, 2021).

Marsh, Fraya. W. (2006). Customer Relationship Management. in Helms, Marilyn M. (Ed), Encyclopedia of Management, 5th Edition, New York: Thomson Gale.

Mohammad, Abdul Alem, Bin Rashid Basri and Bin Tahir, Shaharuddin. (2013). Assessing the influence of customer relationship management (CRM) dimensions on organization performance: An Empirical study in the hotel industry, Journal of Hospitality and Tourism Technology, Vol.4, No.3.

Parvatiyar, Atul & Sheth, Jagdish N. (2001). Customer Relationship Management: Emerging Practice, Process, and Discipline, Journal of Economic and Social Research, Vol.3, No.2.

Payne, Adrian and Frow, Pennie. (2005). A Strategic Framework for Customer Relationship Management, Journal of Marketing, Vol.69, No.4.

Payne, Adrian. (2005). Handbook of CRM: Achieving Excellence in Customer Management, London: Elsevier publishing.

Pries, Christina and Stone, Merlin. (2004). Managing CRM Implementation with Consultants—CRM or Change Management, Journal of Change Management, Vol.4, No.4.

Sheth, J. N., Parvatiyar, A., & Sinha, M. (2015). The conceptual foundations of relationship marketing: Review and Synthesis, Journal of Economic Sociology, Vol. 16, No 2.

Smedescu, Dan Alexandru et al. (2017). Marketing Communications Mix in Higher Education Institutions, International Journal of Academic Research in Economics and Management Sciences, Vol. 5, No. 4.

Srivastava, Mallika. (2012). Customer Relationship Management (CRM): A Technology Driven Tool, SAMVAD International Journal of Management, Vol. IV. March.

Statt, David A. (2004). The Routledge Dictionary of Business Management, third Edition, London: Routledge-Taylor&Francis Group.

Stone, Merlin, et al. (2019). Information on Marketing and Customer Engagement Performance: Reality Versus Dreams, The Bottom Line, Vol.32, No.1, available at: https://www.researchgate.net/publication/331883811

Sulaiman, Mohd Azizul, Abdullah, Mohd Amli and Ridzuan, Baharum Arifi. (2014). Customer Relationship Management (CRM) Strategies Practices in Malaysia Retailers, Procedia - Social and Behavioral Sciences, Vol.130.

Thakur, Shruti and Chetty, Priya. (2019). The IDIC Model of Customer Relationship Management (CRM), [online] Project Guru. Available at: https://www.projectguru.in/customer-relationship-management/ [Accessed 03 Sep. 2021].

Thakur, Shruti and Chetty, Priya. (2019). Understanding the Importance of Buttle's CRM Value Chain Model, [online] Project Guru. Available at: https://www.projectguru.in/buttles-crm-value-chain-model/ [Accessed 02 Sep. 2021].

Thakur, Shruti and Chetty, Priya. (2019). Understanding Different Elements of the Gartner's CRM Model, [online] Project Guru. Available at: https://www.projectguru.in/gartners-crm-model/ [Accessed 26 Aug. 2021].

Thakur, Shruti and Chetty, Priya. (2019). Understanding the Different Elements of the QCI Model, (2019), [online] Project Guru. Available at: https://www.projectguru.in/different-elements-qci-model/ [Accessed 25 Aug. 2021].

Thakur, Shruti and Chetty, Priya. (2019). How Payne's Five Process Model Can Help to Improve CRM?, [online] Project Guru. Available at: https://www.projectguru.in/paynes-five-process-model-crm-strategy/ [Accessed 27 Aug. 2021].

Thamarasseri, Ismail. (2018). Introduction to Educational Research, New Delhi: Wisdom Press.

The Free Dictionary. (2021) Available at: https://encyclopedia2.thefreedictionary.com/CRM . (Accessed July 30, 2021).

Tumwine, Sulait& Kamukama, Nixon and Ntayi, Joseph M. (2012). Relational capital and performance of tea manufacturing firms, African Journal of Business Management, Vol.6, No.3, January.

Uncles, Mark D., Dowling, Grahame R. and Hammond, Kathy. (2003). Customer Loyalty and Customer Loyalty Programs, journal of Consumer Marketing, Vol.20, No.4, July.

Vicente, Guerola Navarro et al. (2021). Customer Relationship Management (CRM) and Innovation: A Qualitative Comparative Analysis (QCA) in the Search for Improvements on the Firm Performance in Winery Sector, Journal of Technological Forecasting & Social Change, Vol.169.

Woodcock, Neil and Stone, Merlin. (2012). Simple strategies to win and keep customers profitably, Journal of Database Marketing & Customer Strategy Management, Vol.19, No.4.

Zablah, A.R., Bellenger, D. and Johnston, W.J. (2004). An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Understanding of an Emerging Phenomenon, Industrial Marketing Management, Vol. 33, No.6.

Zamil, Ahmad M. (2011),Customer Relationship Management: A Strategy to Sustain the Organization's Name and Products in the Customers' Minds,European Journal of Social Sciences, Vol.22, No.3.