Customer Relationship Management and higher education : developing a monitoring system to improve relationships in e-learning environments
| Autor: | Daradoumis Haralabus, Atanasi, Faulin Fajardo, Francisco Javier, Juan Pérez, Ángel Alejandro, Martínez, F. José, Rodríguez Ardura, Inma, Xhafa, Fatos |
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| Přispěvatelé: | Universitat Oberta de Catalunya. The New Economy Observatory (ONE) |
| Jazyk: | angličtina |
| Rok vydání: | 2008 |
| Předmět: |
Tecnologia educativa
Internet en la enseñanza universitaria Tecnología educativa Internet en l'ensenyament universitari Universidades -- Marketing Web-based instruction Enseñanza virtual Education Higher -- Computer-assisted instruction Ensenyament virtual Educational technology Universities and colleges -- Marketing Universitats -- Màrqueting Customer services Serveis d'atenció al client Servicios de atención al cliente |
| Zdroj: | Recercat. Dipósit de la Recerca de Catalunya instname |
| Popis: | Peer-reviewed CRM has usually been associated to business contexts. However, it has recently been pointed out that its principles and applications are also very appropriate for non-profit making organizations. In this paper, we defend the broadening of the field of application of CRM from the business domain to a wider context of relations hips in which the inclusion of non-profit making organizations seems natural. In particular, we focus on analyzing the suitability of adopting CRM processes by universities and higher educational institutions dedicated to e-learning. This is an issue that, in our opinion, has much potential but has received little attention in research so far. Our work reflects upon this matter and provides a new step towards a CRM solution for managing relationships of specific customers, such as students. Indeed, the main contribution of this paper is specifically characterized by the proposal and empirical application of an e-monitoring system that aims to enhance the performance of relationships in e-learning environments. |
| Databáze: | OpenAIRE |
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