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2023 | OriginalPaper | Buchkapitel

27. Relationship Marketing on Higher Education Institutions (HEI) in Times of Pandemic (Covid-19)

verfasst von : María Paula Espinosa-Vélez, Mayra Ortega-Vivanco, Daysi Garcia-Tinisaray

Erschienen in: Marketing and Smart Technologies

Verlag: Springer Nature Singapore

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Abstract

The current research aims to analyze the relational marketing application in higher education institutions. Quantitative descriptive research was done, composed of two variables and ten indicators that explain these effects. The results describe the level of relation and student service contentment through digital marketing tools and communication channels for students enrolled in face-to-face and online classes. It has been determined that the digital tools with a more significant relation level to online students in academic matters are Instagram and YouTube. In the communication field, the Facebook tool and web portals show the highest percentage as significant, on the other hand, the most used communication channels to establish a relationship with the university during pandemic times were: Call Center, WhatsApp, virtual rooms, and every online service.

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Titel: Relationship Marketing on Higher Education Institutions (HEI) in Times of Pandemic (Covid-19)
verfasst von: María Paula Espinosa-Vélez
Mayra Ortega-Vivanco
Daysi Garcia-Tinisaray
Verlag: Springer Nature Singapore
Buch: Marketing and Smart Technologies
Print ISBN: 978-981-19-9098-4

Electronic ISBN: 978-981-19-9099-1

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-981-19-9099-1_27

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