Leveraging institutional loyalty
A marketing framework for driving graduate re-enrolment in higher education
Bibliographic Data
| ID | 22167487 |
|---|---|
| Authors | Ghadeer G Kayal (0000-0001-7141-0275, Prince Mohammad bin Fahd University, corresponding author), Syed Mabruk Billah (Prince Mohammad bin Fahd University) |
| Year | 2026 |
| Volume | 10 |
| Publication date | 2026-01-20 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Frontiers in Education (JOURNAL) |
| Journal identifiers | ISSN: 2504-284X • E-ISSN: 2504-284X |
| Publisher | Frontiers Media SA (PUBLISHER • CH) |
| DOI | 10.3389/feduc.2025.1728630 |
| OpenAlex | W7124949219 |
| Language | EN |
| Citations received | 1 |
| References cited | 43 |
Introduction This study examines the role of a formalized Customer Relationship Management (CRM) framework in improving student satisfaction and loyalty within a non-profit private university in Saudi Arabia. Drawing on reciprocity and relationship marketing theories, the research investigates how CRM tools, including multi-tiered feedback systems and key performance indicators (KPIs), shape student experiences and influence re-enrolment. Methods This quantitative study utilized a longitudinal cross-sectional design, administering the same survey instrument to distinct student populations across two consecutive years. A mixed-methods design combined quantitative survey data with sentiment analysis and Latent Dirichlet Allocation (LDA) of open-ended responses. Results Results reveal a positive correlation between CRM-driven service quality and student satisfaction. These findings indicate that a formalized framework fosters student loyalty and encourages higher rates of postgraduate enrollment. Discussion The study contributes to CRM literature in higher education by demonstrating the efficacy of relationship marketing in a non-profit academic context. It offers a replicable model for institutions seeking to enhance student relationships, improve strategic service delivery, and boost overall institutional performance
Benchmarking · Customer satisfaction · Higher education · Latent Dirichlet allocation · Loyalty · Loyalty business model · Relationship marketing · Service quality · Customer Service Quality and Loyalty · Management and Marketing Education · Service and Product Innovation
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |