Proceedings of the 34th International Academic Conference, Florence

EXPLORING THE ROLE OF CUSTOMER RELATIONS MANAGEMENT IN ENHANCING SERVICE DELIVERY BETWEEN SUPPORT STAFF AND STUDENTS IN A SELECTED HIGHER EDUCATION INSTITUTION

SHARON MASHAU, NICO SCHUTTE

Abstract:

The main objective of this research was to determine the role of customer relationship management in enhancing the service delivery between support staff and students in a selected higher education institution. A qualitative research approach was followed with semi-structured interviews done with students and support staff from a selected South African higher education institution (N=8). The participants in the study felt that the current level of service delivery by the institution does not necessarily exceed their expectations. The findings further showed that higher education institutions should determine the needs of students and provide the best service possible to keep them satisfied. Recommendations are made.

Keywords: Academics, Customer Relationship Management, Higher Education, Service Delivery, Students

DOI: 10.20472/IAC.2017.034.031

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