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The “Custrac Model”: Its Generic Practicality with a Twist in the Ghanaian Education

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  • Samuel Affran
  • E. N. Gyamfi
  • S. Odonkor

Abstract

The purpose of the study is to promulgate the “custrac model” that proposes how the Ghanaian university management through its relationship officers can attract fully qualified and competent students globally. Following a survey technique, data were collected from 500 respondents from the top five Universities in Ghana. Analysis was done using SmartPLS 3 to perform partial least square regression analysis on the structural equation model. Findings revealed that customer attraction is constructed on loyalty and further enhanced by satisfaction. The study focused on few respondents from only five public universities in Ghana, thus, inhibiting the generalization of the findings. Practically, the “custrac model” suggests that the university management should align their strategic relationship marketing stratagems in developing competitive and market-driven programs having in place a strong quality assurance directorate to attain customer attraction. The proposed “Custrac model” in this study shoots up our intellectual understanding of strategic relationship marketing.

Suggested Citation

  • Samuel Affran & E. N. Gyamfi & S. Odonkor, 2021. "The “Custrac Model”: Its Generic Practicality with a Twist in the Ghanaian Education," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(4), pages 1-42, December.
    • Handle: RePEc:ibn:ijmsjn:v:13:y:2021:i:4:p:42
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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