Die Kundenzufriedenheit als wesentliche Erfolgskomponente für das Customer-Relationship-Management im Hochschulbereich
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2010-12
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Vysoké učení technické v Brně, Fakulta podnikatelská
Abstract
Purpose Today, not enough importance is being attached to Customer Relationship Management
(CRM) in tertiary education. Often interest groups, such as current and former students (alumni) or
various business organisations, are not sufficiently involved in any kind of network, with the result
that there is no chance of a partnership developing with universities regarding lifelong learning. The
main purpose of the article is to reveal that customer satisfaction is a determining factor in CRM in
tertiary education.
Scientific aim The main scientific aim is to reveal that the theory of customer satisfaction can be employed
to the marketing concept in tertiary education in practice.
Methodology/methods After outlining the principal theories of customer satisfaction this thesis concentrates
on the more practical aspects of the topic. The main theory is the traditional Confirmations/
Disconfirmations-Paradigm. It explains the customer relationship as a dependent and as an independent
variable.
Findings The most important result is that it is possible to transfer the theoretical considerations into
a practical CRM-concept for the tertiary education.
Conclusions The keynote of the model of Customer Satisfaction is contagious into a feasible marketing
concept of universities. The different theories are various significant for practice. The main task
will be to get as much as possible relevant information about the expectations, the satisfaction and the
reactions of the different interest groups of the tertiary education respectively universities. This information
is the database for a successful networking and CRM.
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Trendy ekonomiky a managementu. 2011, IV, č. 7, s. 26-37. ISSN 1802-8527.
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/aktualni-cislo/870-cislo7
http://www.fbm.vutbr.cz/cs/fakulta/vedecky-casopis/aktualni-cislo/870-cislo7
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de
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© Vysoké učení technické v Brně, Fakulta podnikatelská