Customer Satisfaction as a Relevant Factor for a Successful Customer- Relationship-Management in Tertiary Education

摘要

Purpose Today, not enough importance is being attached to Customer Relationship Management(CRM) in tertiary education. Often interest groups, such as current and former students (alumni) orvarious business organisations, are not sufficiently involved in any kind of network, with the resultthat there is no chance of a partnership developing with universities regarding lifelong learning. Themain purpose of the article is to reveal that customer satisfaction is a determining factor in CRM intertiary education.Scientific aim The main scientific aim is to reveal that the theory of customer satisfaction can be employedto the marketing concept in tertiary education in practice.Methodology/methods After outlining the principal theories of customer satisfaction this thesis concentrateson the more practical aspects of the topic. The main theory is the traditional Confirmations/Disconfirmations-Paradigm. It explains the customer relationship as a dependent and as an independentvariable.Findings The most important result is that it is possible to transfer the theoretical considerations intoa practical CRM-concept for the tertiary education.Conclusions The keynote of the model of Customer Satisfaction is contagious into a feasible marketingconcept of universities. The different theories are various significant for practice. The main taskwill be to get as much as possible relevant information about the expectations, the satisfaction and thereactions of the different interest groups of the tertiary education respectively universities. This informationis the database for a successful networking and CRM.