Conceptualizing and operationalizing the student relationship management strategy: towards a more sustainable-based platform

Abstract

Universities are at the forefront of developing future human capital, but require new strategic approaches to succeed. The present paper discusses the issues concerning the student relationship management strategy, which appeared under the system of customer relationship management. As a new line of research, there are opportunities for innovative studies. This investigation comprehensively contributes to the concept of this strategy as well as a structural model based on the perception of 382 university students and experts using integrated quantitative and qualitative modeling. Upon confirmation of the proposed model, the results revealed a six-factor structure, which was assessed by knowledge acquisition and application, student relationship management technology, knowledge diffusion, student orientation, student relationship management results, and employee's involvement. The analyses indicated that ‘knowledge management’ is an infrastructure with high driving power. The research findings underlined the significant role of this strategic approach in embedding the student satisfaction-retention-loyalty chain to develop sustainable relationships with students. A more sustainable-based platform under the theme of “sustainable student relationship management (Sustainable SRM)” is also constituted and discussed for future research.