Proposed analytic framework for student relationship management based on a systematic review of CRM systems literature

Abstract

Notwithstanding the research attention given to the importance and capability of the student relationship management strategy in higher education sustainability, there is no any systematic framework for implementation. This research as one of the preliminary studies has been undertaken to provide a structural framework of strategic practices for positioning this strategy at an operational level. In doing so, a methodological approach was implemented in two tiers. Firstly, a systematic review of the leading-edge literature on the customer relationship management systems was performed owing to the lack of significant research on the topic, as well as the structure and nature of the concept. Then, the principal components factor analysis with varimax rotation, which is a method of exploratory factor analysis was used to finalize the research. The findings revealed an articulated structural framework with five hypotheses, which may partially or fully be applied to narrow the major gap in the current knowledge. The measurement scale has also been developed for simplification in implementation of the application. Limitations and directions for future research were accordingly discussed.