Title: Analysing determinants of student relationship management implementation: integration of fuzzy DEMATEL and AHP techniques

Authors: Hossein Sayyadi Tooranloo; Seyyed Habibollah Mirghafoori; Marzieh Abdolhosseini

Addresses: Management Faculty, Meybod University, Meybod, Iran ' Department of Economics, Management and Accounting, Yazd University, Yazd, Iran ' Information Technology Management, University of Science and Arts, Yazd, Iran

Abstract: Today, customer orientation and satisfaction play such critical role in organisations that failure to comply with these approaches eliminates organisations from the competitive market. Organisations accepted that in the present business environment, customer relationship creation and management are the main determinants of competition. There are few studies on student relationship management; they have focused on related concepts to this attitude but have not directly developed this concept. This study seeks to present a new method for analysis of factors affecting the implementation of the student relationship management (SRM) using the knowledge and experience of experts. In this study, we applied the analytic hierarchy process (AHP) and DEMATEL to comprehensively express the mentioned factors, the factors affecting the implementation of student relationship management were divided into six categories. The results indicated that professor-student interaction and employee empowerment were effective factors considered as the cause; however, electronic relationship, service quality and relationship processes were determined as the factors affected by other factors.

Keywords: student relationship management; SRM; fuzzy AHP; fuzzy DEMATEL; education; universities; customer; satisfaction; quality services; SRM; commitment.

DOI: 10.1504/IJEED.2021.114369

International Journal of Education Economics and Development, 2021 Vol.12 No.2, pp.170 - 191

Received: 06 Mar 2020
Accepted: 01 Jun 2020
Published online: 20 Apr 2021 *

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