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ERIC Number: EJ1219860
Record Type: Journal
Publication Date: 2019
Pages: 11
Abstractor: As Provided
ISSN: ISSN-0951-354X
Constructive Usage of WhatsApp in Education Sector for Strengthening Relations
Agrawal, Shiv Ratan; Mittal, Divya
International Journal of Educational Management, v33 n5 p954-964 2019
Purpose: The purpose of this paper is to explore the key role of WhatsApp as WhatsApp-customer relationship management (w-CRM) for strengthening the relationship in the education sector. The paper is exploratory in nature. Design/methodology/approach: A self-administered questionnaire was developed with 20 items for four latent constructs. The data were collected from the undergraduate and postgraduate students of Sri Sri University, Cuttack (Odisha), India, based on convenience sampling. The hypotheses were tested through regression and correlation analyzes. Findings: The findings of the study unveiled that the relationships between students and teaching staff, students and non-teaching staff, and teaching and non-teaching staff can be strengthened by the adoption of w-CRM. Practical implications: WhatsApp can be an inevitable tool to emerge with traditional CRM system to facilitating the advance implementation of w-CRM in the service industry. Originality/value: Although the present study is limited to one of the service sectors, i.e. education, it unfolds the scope of implementation of w-CRM in different services. Especially, small and medium enterprises can implement this tool hand to hand to maintain strong relationships with customers.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: India