A multi-stakeholder perspective of relationship marketing in higher education institutions

• DOI: 10.1080/08841241.2022.2034201
• Publication Date: 2022-03-16T16:23:31Z
• Authors: Varsha Jain; Emmanuel Mogaji; Himani Sharma; Anantha S. Babbili
• Keywords: 330; stakeholder engagement; 0502 economics and business; 05 social sciences; 370; relationship quality; higher education marketing; relationship marketing; value co-creation

This study discusses a robust narrative of the relationship between higher education and stakeholders in digital era. It proposes an integrated marketing framework using Cue-Utilization approach with perceived situational appropriateness as frame reference. A multi-stakeholder perspective is explored semi-structured in-depth interviews India, UK, Nigeria, UAE participants. The study's findings indicate that quality associated critical for student engagement. results further validate cues are surrogate indicators high ecosystem education. illustrates through factors affecting their role enhancing stakeholder Digitization adds another layer complexity relationships given context. Therefore, nurturing increasing scalability can constitute most relevant advanced marketing.