A framework for customer relationship management strategy orientation support in higher education institutions

Khashab, B., Gulliver, S. R. ORCID: https://orcid.org/0000-0002-4503-5448 and Ayoubi, R. M. (2020) A framework for customer relationship management strategy orientation support in higher education institutions. Journal of Strategic Marketing, 28 (3). pp. 246-265. ISSN 1466-4488 doi: 10.1080/0965254X.2018.1522363

Abstract/Summary

A number of generic Customer Relationship Management (CRM) implementation frameworks have been developed, yet no systematic framework has been developed to help HEIs orientate CRM strategy to align with university business strategies and stakeholder needs. This research iteratively develops the CRM Strategy Orientation Support (CRM-SOS) framework, which aims to support HEIs in orientating their strategic CRM system at the pre-implementation stage and align CRM strategy with the business strategy; thus, reducing the chance that HEIs will experience CRM implementation failure. To reach our proposed CRM-SOS framework, we employed Design Science Research (DSR) methodology steps by analysing UK HEIs specific CRM implementation case studies, conducting semi-structured HEIs-based interviews, followed by evaluation of the resulted framework by HEI Information Systems (IS) experts. We concluded with a new CRM-SOS framework for HEIs consisting of five stages. The framework can be used to personalise the stages until they fit the strategic outputs and match the top management KPIs. Although existing research agrees that intensive attention should be given to CRM planning, there is no consensus or developed framework, for use within HEIs, demonstrating how CRM strategy can be orientated to align with university strategies and customer needs.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/79214
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher	Taylor & Francis
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