Customer Relationship Management in an Educational Institution in the Philippines


Customer Relationship Management is the process of carefully managing detailed information about individual customers and all customer “touch points” to maximize loyalty. A touch point is any occasion on which a customer encounters the brand and product- from actual experience to personal or mass communication to casual observation (Anabila & Awunyo-Vitor, 2013). Universities and colleges provide education service which requires high customer contact with all the sensitivities that go with it. Marketing in general refers to the concept of choosing the target market and get, keep and grow customer through creating, delivering, and communicating customer value (Kotler, 2012). It is further stated that attracting a new customer is 5 times costlier than pleasing an existing one. Customer retention is more important than customer attraction. In satisfying customer needs, service performance must be able to attain, or better, exceed the customer expectations. This condition is requisite in building customer loyalty—that is patronizing or "staying in" the school and up to the future in whatever circumstances. This study is undertaken to determine the current status of the customer relationship management practices of a Philippine Catholic Higher Education University and its impact on student and parent satisfaction and retention. Primary respondents are the Junior, Senior High School and college students of the University for academic year 2019-2020 and their parents. Recommendations on customer service, marketing, and internal processes are given to address the gap between customer expectations and customers’ actual experience.

Author Information
Helen Rigor, St. Paul University Quezon City, Philippines
Antoniette Lacerna, St. Paul University Quezon City, Philippines
Marie Antonette Ocampo, St. Paul University Quezon City, Philippines

Paper Information
Conference: ACE2019
Stream: Professional Training

This paper is part of the ACE2019 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window

Comments & Feedback

Place a comment using your LinkedIn profile


Share on activity feed

Powered by WP LinkPress

Share this Research

Posted by James Alexander Gordon