Customer relationship management for Universiti Teknologi Malaysia (UTM): housing services

Abstract

Customer Relationship Management (CRM) is one of the most popular business strategies that have been adopted among researchers, companies, institutions and organizations nowadays. CRM is responsible for organizational success in different sectors as it increases service efficiency and helps companies to sustain a good relationship with customers through increasing their satisfaction, retention and loyalty. Universiti Teknologi Malaysia (UTM) hostels are an ideal example of the organization that can take the full benefit of CRM as they face great challenge in providing housing services to students. This paper is set out to discuss how CRM could help UTM hostels management to obtain a clear view of their students and better satisfying their needs through development of a standard framework for implementing CRM in UTM hostels that can add more effectiveness to the entire process. The data for the study was drawn using qualitative approach which is carried out through conducting an interview with the top management staff of UTM hostels. The findings derived from the data analysis coupled with the theories obtained during the literature review assisted in formulating the proposed KCRM strategy framework for UTM hostels. The result shows that the proposed KCRM framework can indeed help UTM hostels management to improve the work efficiency by developing good student relationship and providing good quality services.