ERIC Number: EJ1450763
Record Type: Journal
Publication Date: 2024
Pages: 19
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
A Multi-Stakeholder Perspective of Relationship Marketing in Higher Education Institutions
Varsha Jain; Emmanuel Mogaji; Himani Sharma; Anantha S. Babbili
Journal of Marketing for Higher Education, v34 n2 p502-520 2024
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.
Descriptors: Stakeholders, Attitudes, Colleges, Student Recruitment, Foreign Countries, Learner Engagement, Media Adaptation, Sociocultural Patterns, Economic Climate, Geographic Regions, Political Influences, Cross Cultural Studies, Communication Strategies, Marketing, Trust (Psychology), Values, Developed Nations, Developing Nations
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom; Nigeria; United Arab Emirates; India
Grant or Contract Numbers: N/A