Adopting Technology for Customer Relationship Management in Higher Educational Institutions

The aim of this paper is to evaluate the critical success factors and investigate the benefits that might be gained once implementing Electronic Customer Relationship Management at HEI from students' perspective. The study conducted at Al Quds Open University in Palestine and data collected from (398) students through a questionnaire which consists of four variables. Some statistical tools were used for analyzing the data and testing the hypotheses, including Spearman correlation coefficient for Validity reliability correlation using Cronbach's alpha, Frequency, and Descriptive analysis. The overall findings of the current study show that all the features were important for student and it was critical success factors, at the same time, websites were providing all the features discussed by the theory whereas students showed their willingness to use those features if provided. It is also discovered that implementing Electronic Customer Relationship Management can cause customer satisfaction, loyalty, retention and high service quality as students pointed to be a customer. Research limitations: The survey findings were based on QOU students in Palestine. UAE and KSA branches are not included in the study.

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