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• W2419008183 abstract "Due to globalisation, advancement in ICT and increase in competition the emphasis for organisations now is not so much on single transactions and share of the market but rather on lifelong relationships with customers and share of their mind. This concept is known as Relationship Marketing. The British Government is promoting widening participation and encouraging universities to de- velop their student intake of 18-30 years old by 50 percent by 2010. One way of increasing student numbers would be to develop e-learning courses as an extension or even replacement of existing courses. However in the possible absence of a physical interactive environment student retention and loyalty will be a key concern for many universities. It is widely accepted that relationship marketing enhances loyalty and the internet is a key relationship building tool. While several au- thors have supported the notion of higher education institutions as service organisations, there has been little research carried out on how to develop e-relationship with students. Using literature review this paper will propose a conceptual model of e-relationship in higher edu- cation and make hypothesis about the relationship between the various e-relational drivers in the model." @default.
• W2419008183 created "2016-06-24" @default.
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• W2419008183 date "2017-03-26" @default.
• W2419008183 modified "2023-09-27" @default.
• W2419008183 title "CUSTOMER SATISFACTION: RELATIONSHIP MARKETING IN HIGHER EDUCATION E-LEARNING" @default.
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