Investigating Customer Relationship Management and service quality in Malaysian higher education
Author(s)- Wiwied Virgiyanti, Abu Hassan Abu Bakar, Muhammad Asim Tufail
In today’s highly-competitive and cut-throat service industries, managing the balance between costs of delivery, level of service and customer satisfaction can mean the difference between business growth, and dwindling customers and market share. Customer retention has become vital, as even a small reduction in customer defection can have a disproportionately positive effect on profitability. Excellent customer relationships are the major key of organizational triumph. Today world has moved toward recognizing the positive relationships with customers as it is vital for the long-term success. Higher Education Institutions are even no exception as these organizations face greater challenge to sustain good relationship with customers and ensure that quality services are provided as well. Thus, this research investigates Customer Relationship Management (CRM) system at Student Admission section in Malaysian higher education institution and to study the customers’ satisfaction to the service given by the university. To achieve the objectives, survey was conducted to analyze the implementation of CRM and quality of the service provided. This study comes up with the analysis of the data collected from the questionnaire distributed to the respondents. The analysis pictures the condition of the CRM implementation in the organisation and the quality of the service provided by the university, from the students’ point of view.