Students as Valuable Customers

Andy Fred Wali and Hope Adanne Andy-Wali

Paradigm, 2018, vol. 22, issue 1, 1-16

Abstract: This article investigates the value of integrating a social media marketing (SMM) platform into customer relationship management (CRM) capabilities for marketing higher education (HE) services in Nigerian public universities. The qualitative research design and specifically multilevel face-to-face focus group (FG) and unsynchronized FG e-mail interviews were chosen for this study. The framework of analysis were undergraduates students in three public universities in Rivers State of Nigeria and three multilevel face-to-face FGs, and three unsynchronized e-mail interviews were held. Thematic template and content analysis techniques were employed for rigorous data analysis with NVivo 11. Four themes, market reach, academic coordination, post-academic services feedback, and students and staff collaboration, showed support for the role of SMM in CRM effectiveness for students’ recruitments and retention.

Keywords: Social media marketing; Facebook; customer relationship management; students’ recruitment and retention; qualitative multilevel focus group interview; NVivo 11 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:22:y:2018:i:1:p:1-16

DOI: 10.1177/0971890718758197

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