An Institutional Based Customer Relationship Management (IBCRM): A Case Study of University Utara Malaysia.

The general trend in institution of higher learning is to treat the students as their customers and guarantee maximum customer satisfaction as being properly observed in the ideal business environment. Previous studies also revealed the need for all institutions of higher learning to embrace the use of Customer Relationship Management (CRM) solutions that can be used to monitor relationship with student right from the time of enrollment to the alumnus stage. This study is aimed at conducting an exploratory study using quantitative approach to determine the factors responsible for the selection of CRM solution in UUM by proposing an
institutional based CRM model. An institutional-based prototype will be developed and usability of the prototype will be evaluated qualitatively.