Customer Relationship Management, Exit-Voice-Loyalty, and Satisfaction: The Case of Public Schools

摘要

A conceptual model of customer relationship management (CRM) is developed in the context of public schools. Correlates of parent satisfaction were examined as variables in a CRM model within the framework of exit, voice, and loyalty of A. O. llirschman (1970). The CRM model is composed of parent satisfaction, parent empowerment, parent involvement, school service quality, school ethical climate, school climate, parent loyalty, parent voice, and parent exit. The model can serve as a useful tool for school leaders to better understand the implications of CRM in the school setting and to better understand the role of parent satisfaction by (a) implementing strategies in such areas as school climate, school ethical climate, and school service quality and (b) providing training for parents, teachers, and staff.