Journal ArticleDOI
A Business Marketing Strategy Applied to Student Retention: A Higher Education Initiative.
TLDR
In this paper, the authors explore the concept of adapting the business relationship marketing framework to the challenges of college student retention and propose a different way of viewing student retention, providing a different perspective on retention strategies, and providing an economic justification for implementing retention programs.Abstract:
Relationship marketing, a concept that focuses on attracting, maintaining, and building business relationships, has enhanced the profitability of businesses. The core of the relationship marketing approach in business is that resources are directed toward strengthening ties to existing customers on the proven premise that maintaining existing customers is less costly than is attracting new ones. Relationship marketing models have been developed in a wide range of settings and evidence exists suggesting that it is a successful approach. This article explores the concept of adapting the business relationship marketing framework to the challenges of college student retention. The student retention and relationships marketing literatures are reviewed and parallels are drawn. The relationship marketing model presents a different way of viewing student retention, provides a different perspective on retention strategies, and provides an economic justification for implementing retention programs. Retaining studen...read more
Citations
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Journal Article
On relationship marketing
TL;DR: Relationship marketing is the development and outbreak of the combined theory of the traditional marketing, and it is a new idea as discussed by the authors, it puts more emphasis on the long-term and satisfying relation between enterprises and customers.
Journal ArticleDOI
Student retention and engagement in higher education
TL;DR: In this paper, a systematic review of research into student retention and student engagement in higher education is presented, which discusses the origins and meaning of these terms, their relation and their relation to student engagement.
Journal ArticleDOI
Learning Communities: Reforming Undergraduate Education
TL;DR: In this article, Myron S. Henry, Joseph Paul, and Thomas J. Schnaubelt describe the evolution of service learning at the University of Southern Mississippi, which is located in a rural state with a per capita income well below the national average.
Journal ArticleDOI
Self-Esteem and Self-Efficacy as Predictors of Attrition in Associate Degree Nursing Students
TL;DR: Self-esteem was significantly associated with student attrition and provided the basis for targeted interventions designed to decrease student attrition rates in associate degree nursing programs.
Journal ArticleDOI
Issues of delivering quality customer service in a higher education environment
TL;DR: In this article, a case study set in the context of Finnish higher education is presented to highlight some of the issues pertaining to service quality, customer orientation and sustainability in international higher education and associated service delivery.
References
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Book
Leaving College: Rethinking the Causes and Cures of Student Attrition
TL;DR: In the second edition of this text, Tinto synthesizes far-ranging research on student attrition and on actions institutions can and should take to reduce student attrition as mentioned in this paper, showing that effective retention is in a strong commitment to quality education and the building of a strong sense of inclusive educational and social community on campus.
Journal ArticleDOI
What matters in college? : four critical years revisited
TL;DR: In this article, the authors present a study of how students change and develop in college and how colleges can enhance that development based on more than 20,000 students, 25,000 faculty members, and 200 institutions.
Journal ArticleDOI
Relationship Quality in Services Selling: An Interpersonal Influence Perspective:
TL;DR: In this article, the authors describe the role of relationship manager as the quality of the relationship between the salesperson and the customer, which is defined as "the quality of a salesperson's relationship with the customer".
Journal ArticleDOI
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations:
TL;DR: The role of trust between knowledge users and knowledge providers is investigated in this paper, where the kind of knowledge of special concern is formal market research, and users include marketing and non-marketing.
Book
IN SEARCH OF EXCELLENCE - Lessons from America's Best-Run Companies
TL;DR: In this article, the authors studied 43 successful American companies to discover the secrets of the art of American management, including a bias for action-preferring to do something, anything, rather than performing endless analyses and convening committees, staying close to the customer learning and catering to the client's preferences, autonomy and entrepreneurship, productivity through people, making all employees aware that best efforts are vital and that they will have part of the rewards of the firm's success, hands-on, value driven, and stick to the knitting.