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

• Published in: Business Information Systems Workshops Vol. 444; pp. 174 - 185
• Main Authors: de Sousa, Gustavo Nogueira, Lobato, Fabio, Viana, Julio, Reinhold, Olaf
• Format: Book Chapter
• Language: English
• Published: Switzerland Springer International Publishing AG 2022; Springer International Publishing
• Series: Lecture Notes in Business Information Processing
• Subjects: Complaint management; CRM; Social media; Student satisfaction; Text mining; Topic modeling
• ISBN: 9783031042157; 3031042158
• ISSN: 1865-1348; 1865-1356
• DOI: 10.1007/978-3-031-04216-4_17

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.