Current Proceedings on Technology

Yazarlar: Habibollah Danaei, Mohammad Hossein Moshref Javadi, Batool Samangooi, Mohammad Hasan Tanhaei

Konular:-

Anahtar Kelimeler:Customer Relationship Management (CRM),Relation-based Marketing,Internally-Generated Marketing,Customers Satisfaction

Özet: Purpose of the Study: This study aims to investigate the readiness of University of Isfahan in implementing Customer Relationship Management according to opinions of the students in this university. This study is an applied one and in its nature and method, it is a descriptive and survey-based one. The statistical population of this study included 12815 persons, including all Bachelor's, Master's, and Ph.D. degree students at the second semester of academic year 2010-11. Sampling method is a stratified random sampling based on the students of different section and faculties of this university. The instrument used in this study is proved to enjoy content validity. The reliability of the instrument is also tested by Cronbach's α. And data analysis is carried out using SPSS.  The students evaluated three criteria of Customer Relationship Management (Educational Processes, Service-Providers, Educational Technology) in the University of Isfahan to be at an average level. Indeed, the results of this study revealed that University of Isfahan lacks the required grounds in these three aspects in order to implement a decent Customer Relationship Management (CRM).Finally, lack of the required grounds for implementing Customer Relationship Management in an educational system according to its customers (the students) is considered as a major failure which needs to be taken into serious consideration by the managers and experts in order to improve the situation and to satisfy its customers. 

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