Developing a success model of a social student relationship management system

Area of Science:

• Information Systems
• Higher Education Management
• Marketing

Background:

• Social media is increasingly vital in higher education for communication and engagement.
• Existing Customer Relationship Management (CRM) models need adaptation for the social media era in universities.

Purpose of the Study:

• To develop and evaluate a social media-based CRM model for Jordanian private universities.
• To enhance student satisfaction, loyalty, and institutional profitability through integrated social media strategies.
• To incorporate the concept of trust within the Delone McLean success model for CRM systems.

Main Methods:

• Data collected from 606 students at Jordanian private universities via online surveys.
• Partial Least Squares-Structural Equation Modeling (PLS-SEM) used for data analysis.
• A novel model integrating social media, trust, and the Delone McLean success framework was tested.

Main Results:

• User satisfaction significantly influences social media usage in the higher education context.
• System quality, information quality, service quality, and trust are key determinants of user satisfaction.
• The study provides empirical evidence for the effectiveness of social media-driven CRM in Jordanian universities.

Conclusions:

• The developed social media-based CRM model offers a framework for enhancing student relationships in higher education.
• The study establishes criteria for evaluating social media-driven CRM systems in universities.
• The conceptual model provides a foundation for future research and expansion in diverse higher education settings.