Customer Relationship Management Perception among Students of Higher Institutions in Uganda

Abstract

Higher Education Institutions are increasingly recognizing the need to apply customer relationship management approaches to learning as a way of increasing students’ enrollment and retention in the education sector. This paper investigates students’ perception of customer relationship management strategy to learning in higher education institutions in Uganda. It draws from a quantitative data generated through questionnaires. The questionnaires covered three customer relationship management components, namely; the people, the processes and the technology involved. The respondents in this study were 400 in number, and it was a random selection of students from Makerere University, Uganda. Findings from the study present technology as the most significant component required for the successful implementation of customer relationship management strategy to Higher Education tutelage in Uganda. Therefore, universities should invest in technology to make people and processes of customer relationship management, more efficient and effective in Uganda, being also a crucial area in students’ satisfaction.

Key words: customer relationship management; people; processes; technology; higher education institutions.