Customer Relationship Management applied to higher education: developing an e-monitoring system to improve relationships in electronic learning environments
by Thanasis Daradoumis, Inma Rodriguez-Ardura, Javier Faulin, Angel A. Juan, Fatos Xhafa, Francisco J. Martinez-Lopez
International Journal of Services Technology and Management (IJSTM), Vol. 14, No. 1, 2010

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.

Online publication date: Wed, 05-May-2010

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