A multi-stakeholder perspective of relationship marketing in higher education institutions

Date

2022-03-16

Authors

Jain, Varsha
Mogaji, Emmanuel
Sharma, Himani
Babbili, Anantha S.

ORCID

Journal Title

Journal ISSN

Volume Title

Publisher

Abstract

This study discusses a robust narrative of the relationship between higher education and the stakeholders in the digital era. It proposes an integrated higher education marketing framework using the Cue-Utilization approach with perceived situational appropriateness as the frame of reference. A multi-stakeholder perspective is explored using semi-structured in-depth interviews with India, the UK, Nigeria, and UAE participants. The study’s findings indicate that relationship quality associated with relationship marketing is critical for student engagement. The results further validate the cues that are the surrogate indicators of high relationship quality in an ecosystem of higher education. It illustrates through a framework the factors affecting relationship marketing and their role in enhancing stakeholder engagement. Digitization adds another layer of complexity in relationships and relationship marketing for higher education in the given context. Therefore, nurturing relationships and increasing digital scalability can constitute the most relevant factors for advanced higher education marketing.

Description

Keywords

relationship quality, relationship marketing, higher education marketing, stakeholder engagement, value co-creation

Sponsorship

Rights:

Attribution-NonCommercial-NoDerivatives 4.0 International

Citation

Khawaja Fawad Latif, Rabail Tariq, Dilnaz Muneeb, Umar Farooq Sahibzada, Shakil Ahmad. (2022) University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.. Journal of Marketing for Higher Education 0:0, pages 1-25.