Abstract
The primary objective of the article was to determine the relationship between customer rela- tionship management and student satisfaction. The study explored the ways in which student satisfaction can be achieved with the use of customer relationship management. Both descriptive and inferential statistics were employed in this research. The following hypotheses were formu- lated in this study: Student Lifecycle management has a significant impact on the student's will- ingness to recommend to others, Parent relationship management has a positive impact on the students' willingness to recommend their universities to others. A multiple regression analysis was employed in the hypothesis testing. The research findings showed that student's willingness to recommend to others increases when the student lifecycle in the university is well managed. It was also discovered that strong parent relationship management at the University enhances the student's willingness to recommend their Universities to others. It is therefore recommended that Universities should adopt effective customer relationship management strategies to achieve student satisfaction.
Highlights
In today’s business world, customer relationship management is a valued product as it openly influences the bottom line
Customer satisfaction is the core of every business philosophy and objective which focuses on the creation of worth for customers, forestalling and managing customers’ expectations, and signifying capacity and responsibility that will satisfy customers’ needs. (George, Emmanuel and Christiana, 2012)
Emmanuel and Christiana, (2012), posited that Customer Relationship Management is a process of ascertaining customer needs; comprehending and inducing customer behavior, making use of quality communications strategies so as to obtain and maintain customers’ satisfaction
Summary
In today’s business world, customer relationship management is a valued product as it openly influences the bottom line. Student Lifecycle management in the education sub-sector, especially the federal or state owned universities in Nigeria have witnessed and are being plagued by the Academic Staff Union of University (ASUU) strike actions The effect of these repeated closures of schools and academic programs on students’ learning effectiveness can better be imagined than described. The ASUU strike is one of the many reasons why many potential students prefer universities in neighboring African countries, including Ghana, Benin and abroad not because of superiority of academic program offerings but because of the stability of their academic calendar All these problems affect student life cycle in the university which in turn discourages student’s willingness to recommend their universities to others. To find out if customer relationship management affects student satisfaction
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