Title: Customer Relationship Management applied to higher education: developing an e-monitoring system to improve relationships in electronic learning environments

Authors: Thanasis Daradoumis, Inma Rodriguez-Ardura, Javier Faulin, Angel A. Juan, Fatos Xhafa, Francisco J. Martinez-Lopez

Addresses: Open University of Catalonia, Barcelona ES-08028, Spain. ' Open University of Catalonia, Barcelona ES-08028, Spain. ' Public University of Navarre, Campus Arrosadia S/N, 31006 Pamplona, Spain. ' Technical University of Catalonia, 08034 Barcelona, Spain. ' Technical University of Catalonia, 08034 Barcelona, Spain. ' University of Granada, 18071 Granada, Spain

Abstract: Customer Relationship Management (CRM) has usually been associated with business contexts. However, it has recently been pointed out that its principles and applications are also very appropriate for non-profit making organisations. In this article, we defend the broadening of the field of application of CRM from the business domain to a wider context of relationships in which the inclusion of non-profit making organisations seems natural. In particular, we focus on analysing the suitability of adopting CRM processes by universities and higher educational institutions dedicated to electronic learning (e-learning). This is an issue that has much potential but has received little attention in research so far. Our work reflects upon this matter and provides a new step towards a CRM solution for managing relationships of specific customers, such as students. Indeed, the main contribution of this article is specifically characterised by the proposal and empirical application of an e-monitoring system that aims to enhance the performance of relationships in e-learning environments.

Keywords: customer relationship management; CRM; e-CRM; electronic learning; e-learning; e-monitoring systems; higher education; universities; online learning.

DOI: 10.1504/IJSTM.2010.032887

International Journal of Services Technology and Management, 2010 Vol.14 No.1, pp.103 - 125

Available online: 05 May 2010 *

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