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Gaining Insights on Student Satisfaction by Applying Social CRM Techniques for Higher Education Institutions

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Business Information Systems Workshops (BIS 2021)

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Abstract

Social Media and Customer Relationship Management (CRM) are already widely used in business settings, but other non-commercial sectors started only recently to adopt them. Among them are Higher Education Institutions (HEIs). Even though research shows positive effects on the quality of services, student satisfaction, and attractiveness towards international students, the adoption is very low. This research in progress reviews the state of research about Social CRM in HEIs and gives an example of the potential of social media for CRM approaches of HEIs by applying Social CRM concepts and techniques for better understanding the negative service experiences of students. By applying analytical Social CRM techniques on large amounts of User-Generated-Content (UGC) in complaint platforms the paper gives insights into problem chains inaccessible with manual methods. Based on the scarce research about Social CRM as well as the demonstrated potential of social media for CRM strategies of HEIs, this paper concludes with a call for further research on Social CRM in HEIs.

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Notes

  1. 1.

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Author information

Authors and Affiliations

  1. State University of Maranhão (UEMA), São Luís, Brazil

    Gustavo Nogueira de Sousa

  2. Engineering and Geoscience Institute, Federal University of Western Pará (UFOPA), Santarém, Brazil

    Fabio Lobato

  3. Social CRM Research Center (SCRC), Leipzig, Germany

    Julio Viana & Olaf Reinhold

Authors
  1. Gustavo Nogueira de Sousa
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  2. Fabio Lobato
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  3. Julio Viana
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  4. Olaf Reinhold
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Corresponding author

Correspondence to Gustavo Nogueira de Sousa .

Editor information

Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. TIB Leibniz Information Center Science and Technology and University of Hannover, Hannover, Germany

    Sören Auer

  3. Poznań University of Economics and Business, Poznan, Poland

    Milena Stróżyna

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de Sousa, G.N., Lobato, F., Viana, J., Reinhold, O. (2022). Gaining Insights on Student Satisfaction by Applying Social CRM Techniques for Higher Education Institutions. In: Abramowicz, W., Auer, S., Stróżyna, M. (eds) Business Information Systems Workshops. BIS 2021. Lecture Notes in Business Information Processing, vol 444. Springer, Cham. https://doi.org/10.1007/978-3-031-04216-4_17

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  • DOI: https://doi.org/10.1007/978-3-031-04216-4_17

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