PROPOSAL OF CRM CONCEPTUAL MODEL/FRAMEWORK TO OPTIMISE RELATIONS AMONG STAKEHOLDERS OF HIGHER EDUCATION

Amel Kosovac (), Elvedin Grabovica (), Adisa Medic () and Aida Kalem ()
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Amel Kosovac: University of Sarajevo, Faculty of Traffic and Communications
Elvedin Grabovica: University of Sarajevo, School of Economics and Business
Adisa Medic: University of Sarajevo, Faculty of Traffic and Communications
Aida Kalem: University of Sarajevo, Faculty of Traffic and Communications

Economic Thought and Practice, 2022, vol. 31, issue 2, 665-685

Abstract: In the present-day environment pertaining to digitalisation, increasing competition on the market and changes in industries, the CRM as a system is an essential tool for success. The issue of CRM system application in higher education institutions is insufficiently researched, especially in the parts that should indicate a clear connection between participants in higher education and CRM in higher education institutions, and factors that decision makers should pay attention to when making decisions about CRM implementation. Therefore, the aim of the paper is to research the functionality, application and advantages of CRM in the higher education sector, and to determine the features that will facilitate effective decision-making on the implementation of CRM. As a result of the research, a proposal for a conceptual model/framework of CRM was presented. The proposal is presented for the purpose of making appropriate decisions for higher education institutions when it comes to developing their own or purchasing a ready-made CRM solution. From the scientific aspect, the paper contributes to the existing literature by providing decision makers with an insight into the structure of the CRM system, its elements, connections and functionalities, as well as a description of the model with the information they need to pay attention to when making decisions.

Keywords: Managing relations with users—CRM; analytical CRM; implementation and applications; effects of implementation; higher education institutions; higher education; managing relations among university and students (search for similar items in EconPapers)
JEL-codes: I23 M30 M31 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.17818/EMIP/2022/2.15

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