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

Research output: Contribution to conferenceAbstract

Abstract

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.
Original languageEnglish
Pages72
Number of pages1
Publication statusPublished - 11 Dec 2019
EventCreativity, Criticality and Conformity in Higher Education - Celtic Manor, Newport, South Wales, Newport, United Kingdom
Duration: 11 Dec 201913 Dec 2019

Conference

ConferenceCreativity, Criticality and Conformity in Higher Education
CountryUnited Kingdom
CityNewport
Period11/12/1913/12/19

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  • Research Output

    Experiencing transition into postgraduate study: can the application of relationship marketing principles help?

    Tabrizi, W., 7 Dec 2018, p. 118. 1 p.

    Research output: Contribution to conferenceAbstract

    Open Access

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