Using Relationship Marketing strategies to recruit, retain and sustain long-term relationships with PG students

HEIs have traditionally adopted the transactional marketing approach to student recruitment. In an increasingly global competitive environment for PG students, the transactional approach is seen as insufficient. This study seeks to determine whether the adoption of the relationship marketing perspective aids the recruitment and retention of PG students, and creating long-term relationships with PG students. Using a modified grounded theory approach, 33 interviews were conducted with PG Business students. The objective of these interviews were for students to describe their student experience, and determine whether the application of RM approaches would assist in recruitment and retention, and enhance student satisfaction. The data were analysed inductively using thematic analysis. From the students' perspective, the HEIs reputation, long-term relationships, commitment and trust, the quality of the learning experience and positive WOM were the most important factors supporting the adoption of the RM. The paper concludes with recommendations emerging from this study.