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Students as Valuable Customers

Author

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  • Andy Fred Wali
  • Hope Adanne Andy-Wali

Abstract

This article investigates the value of integrating a social media marketing (SMM) platform into customer relationship management (CRM) capabilities for marketing higher education (HE) services in Nigerian public universities. The qualitative research design and specifically multilevel face-to-face focus group (FG) and unsynchronized FG e-mail interviews were chosen for this study. The framework of analysis were undergraduates students in three public universities in Rivers State of Nigeria and three multilevel face-to-face FGs, and three unsynchronized e-mail interviews were held. Thematic template and content analysis techniques were employed for rigorous data analysis with NVivo 11. Four themes, market reach, academic coordination, post-academic services feedback, and students and staff collaboration, showed support for the role of SMM in CRM effectiveness for students’ recruitments and retention.

Suggested Citation

  • Andy Fred Wali & Hope Adanne Andy-Wali, 2018. "Students as Valuable Customers," Paradigm, , vol. 22(1), pages 1-16, June.
    • Handle: RePEc:sae:padigm:v:22:y:2018:i:1:p:1-16
    DOI: 10.1177/0971890718758197
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    References listed on IDEAS

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    1. Wang, Zhan & Kim, Hyun Gon, 2017. "Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 15-26.
    2. Andy Fred Wali & Idika Awa Uduma & Len Tiu Wright, 2016. "Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1183555-118, December.
    3. James C. Ward & Amy L. Ostrom, 2006. "Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 220-230, July.
    4. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    5. Olaf Maecker & Christian Barrot & Jan U. Becker, 2016. "The effect of social media interactions on customer relationship management," Business Research, Springer;German Academic Association for Business Research, vol. 9(1), pages 133-155, April.
    6. Andy Fred Wali & N. Gladson Nwokah, 2017. "Aviation customers’ journey, who cares? Managing customer experiences with customer relationship management strategy: Insight into Nigerian customers’ perspectives," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(2), pages 123-135, April.
    Full references (including those not matched with items on IDEAS)

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