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

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dc.contributor.authorJain, Varsha
dc.contributor.authorMogaji, Emmanuel
dc.contributor.authorSharma, Himani
dc.contributor.authorBabbili, Anantha S.
dc.date.accessioned2023-03-28T18:34:09Z
dc.date.available2023-03-28T18:34:09Z
dc.date.issued2022-03-16
dc.description.abstractThis 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.en_US
dc.identifier.citationKhawaja 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.en_US
dc.identifier.doihttps://doi.org/10.1080/08841241.2022.2034201
dc.identifier.urihttps://hdl.handle.net/1969.6/95794
dc.language.isoen_USen_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectrelationship qualityen_US
dc.subjectrelationship marketingen_US
dc.subjecthigher education marketingen_US
dc.subjectstakeholder engagementen_US
dc.subjectvalue co-creationen_US
dc.titleA multi-stakeholder perspective of relationship marketing in higher education institutionsen_US
dc.typeArticleen_US

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