What question did this study set out to answer?

To explore the role of customer relationship management (CRM) in enhancing student satisfaction and loyalty within educational institutions.

May 16, 2026Open Access

Characteristic performance customer relation management: a case study technology education instituition in Malaysia / Muhamad Fairos Mohamad Shah

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Exploratory study investigates CRM impact on student satisfaction and loyalty in educational organizations, suggesting improvements for retention.

To explore the role of customer relationship management (CRM) in enhancing student satisfaction and loyalty within educational institutions.
Exploratory study design
Focus on individual students in educational institutions
Analysis of customer interactions and satisfaction through CRM systems
Found a strong significance between student satisfaction and loyalty
CRM systems improved access to personal information and buying preferences
High expectations for customer intention in educational organizations

Muhamad Fairos Mohamad Shah (2021) studied this question.

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Exploratory study investigates CRM impact on student satisfaction and loyalty in educational organizations, suggesting improvements for retention.