Philippine E-Journals

Customer Relationship Management in a Catholic Higher Education Institution

Helen M. Rigor | Antoniette Z. Lacerna | Antoniette A. Ocampo

 

Abstract:

The primary objective of this research was to determine the current status of the customer relationship management practices of St. Paul University Quezon City and its impact on student and parent satisfaction and their intention to recommend the university to others. Descriptive statistics was used in this study. In summary, the study’s findings reveal that parents’ satisfaction and students’ satisfaction are positively correlated to the rating of the University’s customer relationship management. This is also true in terms of parents and students satisfaction and their intent to recommend the university. However, the results reveal a disparity in the perspectives of parents and students when it comes to the evaluation of customer relationship management dimensions and their intention to recommend the University to others. The study’s findings will be beneficial to St. Paul University Quezon City in creating programs that are appealing to both students and parents, as well as in institutionalizing customer relationship management/marketing within the university.