Journal article
An exploratory study of relationship marketing as a mechanism to connect with and keep university students
Studies in Learning, Evaluation, Innovation and Development, Vol.5(4), pp.63-77
2008
Abstract
Connecting with and keeping students are perennial issues facing universities. In Australia, the smaller universities in regional areas are particularly vulnerable to student loss. One plausible strategy for these smaller universities to adopt is relationship marketing. This paper presents the findings of a preliminary study that explores the conceptualisation of relationship marketing in a higher education context from a student perspective. Novel theoretical insights and useful practical findings were drawn from the five core themes that were the focus of this study - relationship dynamics, relationship experiences, relationship dimensions, social integration and institutional integration. Collectively these findings provide strong indications that relationship marketing has much promise as a mechanism for regional universities to connect with, and in turn, retain more of their students.
Details
- Title
- An exploratory study of relationship marketing as a mechanism to connect with and keep university students
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Business
- Publication details
- Studies in Learning, Evaluation, Innovation and Development, Vol.5(4), pp.63-77
- Publisher
- Central Queensland University, Division of Teaching and Learning Services
- Date published
- 2008
- ISSN
- 1832-2050
- Copyright note
- Copyright © 2008 Maria Racitti. As an open access journal, articles are free to use, with proper attribution, in educational and other non-commercial settings.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99449735502621
- Output Type
- Journal article
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