The development of the higher education relationship marketing model

Over the past several decades, higher education in Canada has expanded dramatically. Postsecondary institutions (PSIs) have struggled to both respond to this competitive environment, while simultaneously generating value for its core stakeholders – students – which align with its mission and vision. Comprehending the underlying relational dynamics between a student and their PSI will aid in improving retention rates, satisfaction levels, shared values, advocacy, loyalty, and efficiency overall. The current project will investigate what variables contribute to the creation of relational value between students and a PSI. Relationship marketing (RM) is the theoretical foundation of this study. RM is the principle of establishing, maintaining, and enhancing mutually successful relationships, where value is created for all parties. Previous research was adapted for application in a higher education context to explore the relationship between PSIs and students. Past research conducted has focused on a diverse range of relationships and industries using RM. Spectator affiliations to sports teams, students’ affiliation with varsity sports, and student affiliation with education are some examples of RM studies. Herein, we will explore the systematic relationship between a student and a PSI and how this relationship generates mutual value. To do so, we conducted a phenomenological study. This encompassed interviewing a minimum of 12 experts in higher education. The outcome of this study will be a refined higher education relationship marketing model (HERMM) and a suggested quantitative instrument that can be utilized by future researchers.