Relational Marketing applied to higher education institutions in the field of Digital Society: approach from a strategic perspective

摘要

Relationship marketing contributes with important strategies to higher education institutions, strengthening their customer-student orientation and impacting their satisfaction and loyalty, which, added to the digital environment in which we are immersed, provides important tools to improve the quality of services. The purpose of this review article is to develop an approach to the state of relationship and interaction strategies based on digital marketing for Higher Education Institutions in a context of adaptation to the Digital Society. Through a systemic review of the literature published in this century, key concepts and the context of future research were identified.