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University Institutional Research and Student Recruitment Performance: Utilizing Marketing Communication for Knowledge Heterogeneity

Author

Listed:
  • Reuy-Wei GONG

    (Cheng Shiu University, Department of Tourism & Recreation and Office of Institutional Research, Taiwan.)

  • Fu-Sheng TSAI

    (Cheng Shiu University, Department of Tourism & Recreation and Office of Institutional Research, Taiwan.)

Abstract

Institutional research constantly generate useful but heterogeneous knowledge for university administrations. Thus the effectiveness of institutional research dependes on the communication of those heterogeneous knowledge to major stakeholders (e.g., parents, students, teachers, etc.). A conceptual paper is developed in regards to the influences of institutional research, word-of-mouth (via internal students and faculties), quality signaling (to external prospect students and stakeholders as potential customers), and customer relationship management, on student recruitment performance as a special form of customer decision. Grounded on the marketing communication perspective, we propose that the student recruitment performance is largely affected by word-of-mouth, quality signaling, and customer relationship management as strategic marketing communications, which are facilitated by institutional research. Institutional research is interpreted as a strategic marketing tool that can help identify, communicate, and visualize the strengths of a university. The conceptual model contributes to the search for marketing mechanisms through which institutional research can generate impact to external stakeholders. Formal propositions and their implications for future, larger-scaled surveys were discussed.

Suggested Citation

  • Reuy-Wei GONG & Fu-Sheng TSAI, 2016. "University Institutional Research and Student Recruitment Performance: Utilizing Marketing Communication for Knowledge Heterogeneity," Journal of Economic and Social Thought, KSP Journals, vol. 3(4), pages 469-475, December.
  • Handle: RePEc:ksp:journ3:v:3:y:2016:i:4:p:469-475
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    References listed on IDEAS

    as
    1. Kelly Bedard, 2001. "Human Capital versus Signaling Models: University Access and High School Dropouts," Journal of Political Economy, University of Chicago Press, vol. 109(4), pages 749-775, August.
    2. Michael Spence, 1973. "Job Market Signaling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 87(3), pages 355-374.
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    More about this item

    Keywords

    Institutional research; Word-of-mouth; Quality signaling; Customer relationship management; Student recruitment.;
    All these keywords.

    JEL classification:

    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • H43 - Public Economics - - Publicly Provided Goods - - - Project Evaluation; Social Discount Rate
    • J68 - Labor and Demographic Economics - - Mobility, Unemployment, Vacancies, and Immigrant Workers - - - Public Policy

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