CRM adoption in higher education: a literature review

Abstract

In a dynamic and competitive environment, the future success of higher education institutions relies on their ability to differentiate themselves and build meaningful relationships not only with existing students but also with potential students. Non-profit organizations are under increasing competitive pressure, which is driving them to offer qualitý services. This explains why organizations such as universities, now more focused on CRM, are increasingly competitive. CRM has recently converged on organizations as a new paradigm - a must-have model - to enable competitive advantage. While the effects of CRM and its process, as well as platform technologies, are increasingly pronounced in business, it is still necessary to examine their implications for higher education. In this context, our article aims to identify through a literature review the importance of CRM adoption by universities, and its role in the competitiveness of higher education institutions.