Study of Customer Relationship Management Models in Management Institution of Punjab

Abstract

The purpose of this research was to study the Different Customer relationship management models adopted by the different management institute to attract the existing as well as the prospective customer/students and also study the effect of CRM on customer/student satisfaction, student loyalty and retention. The results revealed that mainly education institute adopted the IDIC (Identification, Differentiation, Customization, Interaction) CRM model to attract the students and also revealed that CRM practices have a positive effect on student satisfaction, student loyalty and student retention. The sample is restricted to only the management colleges/institutes. This study conducted quantitative method on the basis of analysis of the statistical data gathered from the distributed questionnaire to students. The result of this study could help the education institution to realize the importance of CRM practices to increase Customer satisfaction, customer loyalty and retention.