Open AccessANALYSIS OF E-CRM, SERVICE QUALITY AND BRAND TRUST RELATIONSHIP WITH STUDENT SATISFACTION
Author(s) -
Makarand Upadhyaya
Publication year - 2020
Publication title -
humanities and social sciences reviews
Language(s) - English
Resource type - Journals
ISSN - 2395-6518
DOI - 10.18510/hssr.2020.8132
Subject(s) - nonprobability sampling , psychology , service quality , customer satisfaction , quality (philosophy) , sample (material) , customer relationship management , novelty , service (business) , data collection , originality , marketing , business , social psychology , mathematics , medicine , statistics , creativity , population , philosophy , chemistry , environmental health , epistemology , chromatography
Purpose of the study: The purpose of this research is to find out the relationship between e-CRM and student satisfaction, to find out the relationship between service quality and student satisfaction, to find out the relationship between brand trust and student satisfaction.
Methodology: The questionnaire is used as a data-gathering technique with a total sample of 88 respondents, and it is using a purposive sampling technique. The collected data are then analyzed using Microsoft Excel and SPSS 19.
Main Findings: The research result shows that e-CRM is positive and has no relationship with student satisfaction, service quality is negative and has a relationship with student satisfaction, and brand trust is negative and has no relationship with student satisfaction.
Applications of this study: This study can be used for the management of the Economy and Business Faculty of Budi Luhur University Jakarta as an evaluation guideline.
Novelty/Originality of this study: E-CRM and brand trust variables are negative and have no relationship with student satisfaction. Some recommendations for future research are also made.