Impact of Customer Relationship Management and Quality of Service on Student Loyalty in Private Higher Education in Bandung, Indonesia

DOI

10.2991/ahsr.k.200723.114How to use a DOI?

Keywords

Customer, Management, Quality, Higher Education

Abstract

Currently the use of management systems is very popular to be done by private universities to foster relationships with students. One of them is by implementing a customer relationship management (CRM) system. The application of customer relationship management (CRM) will have an impact on creating student satisfaction. The impact of student satisfaction is student loyalty to tertiary institution. An important part of student satisfaction is the quality of service. Quality of service will improve on all expectations of students. This will be mutually beneficial between private universities and their colleges. Student loyalty will determine the sustainability of private universities, and therefore must be maintained a good relationship with students by providing excellent service, so students become loyal. Simultaneous and partial customer relationship management (CRM) and service quality on student loyalty in private tertiary institutions in Bandung Indonesia. Research using survey and research methods using the associative method, research instruments using Likert scale and analysis techniques using multiple linear regression. The sample used was 126 respondents using the accidental sampling method. The result shows that customer relationship management (CRM) and simultaneous and partial service quality significantly influence student’s loyalty.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rina Indrayani
AU  - Ragil Pardiyono
PY  - 2020
DA  - 2020/07/24
TI  - Impact of Customer Relationship Management and Quality of Service on Student Loyalty in Private Higher Education in Bandung, Indonesia
BT  - Proceedings of the 1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019)
PB  - Atlantis Press
SP  - 453
EP  - 456
SN  - 2468-5739
UR  - https://doi.org/10.2991/ahsr.k.200723.114
DO  - 10.2991/ahsr.k.200723.114
ID  - Indrayani2020
ER  -