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