Adopting customer relationship management ( crm ) practices in higher education institutions ( hei ) : case study of muet , jamshoro

The notion of Customer Relationship Management (CRM) has gained substantial attention in the fields of business and education. However, this topic has not been adequately addressed in the context of higher education institutions of Pakistan. This research endeavour aims at highlighting the necessity of CRM implementation in the Pakistani higher education institution through identifying students’ needs/problems as a cardinal point. The study sample was drawn from the students of Mehran University of Engineering and Technology, Jamshoro and the data from participants were collected in two phases in terms of identification of students’ needs/problems and the significance of implementation of CRM. This research explores key issues related to student services in relation to enhancing students’ positive experience in order to increase their loyalty and satisfaction, which in returns could increase students’ productivity as well as the profitability of the university.