Published Online:April 2025
Product Name:The IUP Journal of Management Research
Product Type:Article
Product Code:IJMR030425
DOI:10.71329/IUPJMR/2025.24.2.59-83
Author Name:Ahmad Yasir Rasoolyar and Y Muni Raju
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:59-83
The paper investigates the influence of customer relationship management (CRM) practices on customer satisfaction and loyalty within private higher education institutions (HEIs) located in Kabul, Afghanistan. A survey of students was conducted in October 2023. Descriptive statistics reveal moderate levels of agreement among respondents regarding CRM practices, with particular positivity towards effective communication, efficient feedback mechanisms, relationshipbuilding activities, and academic support services. Correlation analysis highlights significant positive relationship among all CRM practices and measures of satisfaction and loyalty. Further, regression analysis underscores the significant contributions of all four predictors—effective communication, feedback mechanisms, relationship-building activities, and academic support services. Finally, communalities analysis confirms the efficacy of selected variables in capturing intended constructs.
In the dynamic realm of higher education, integrating strategies from Customer Relationship Management (CRM) has become pivotal for universities aiming to enhance student satisfaction and loyalty—critical elements shaping student enrolment and retention.