Critical Success Factors of Constituent Relationship Management (CRM) Strategy in a Higher Education Institution
Open Access
- Author:
- Marcinkevage, Carrie
- Graduate Program:
- Workforce Education and Development
- Degree:
- Doctor of Philosophy
- Document Type:
- Dissertation
- Date of Defense:
- February 21, 2020
- Committee Members:
- William J Rothwell, Dissertation Advisor/Co-Advisor
William J Rothwell, Committee Chair/Co-Chair
Wesley Edward Donahue, Committee Member
Glen Kreiner, Committee Member
Brian Harold Cameron, Outside Member
Susan Mary Land, Program Head/Chair - Keywords:
- action research
appreciative inquiry
boundary permeability
boundary theory
critical success factors
CRM
constituent relationship management
customer relationship management
higher education
organizational boundaries
action research
appreciative inquiry
boundary permeability
boundary theory
critical success factors
CRM
constituent relationship management
customer relationship management
higher education - Abstract:
- This study explored critical success factors over time for stakeholder groups involved in creating a constituent relationship management (CRM) strategy in a higher education institution. CRM strategy combines people, processes, and technology to create lifelong relationships across the multiplexity of university constituents including applicants, students, alumni, employers, and companies. Action research was conducted over 18 months in a large public university business school engaged in an Appreciative Inquiry-based change management project for CRM strategy development. Data collection across six stakeholder groups included semi-structured interviews, project and meeting documents, and participant and researcher observations and communications. Data analysis was conducted using a grounded theory method of code analysis and theory generation. Using the tabula geminus approach, a sensitizing concept provided first-order codes, and emergent codes were added as they surfaced in the data. A validation team and the action research participants provided feedback on methods, data, and analysis to aid trustworthiness of the study. The findings contribute to two new models: a framework of critical success factors for higher education CRM strategy based upon stakeholder groups over time, and a model of organizational boundary permeability process shaped by CRM critical success factors influencing boundary tensions. The research offers practical recommendations to higher education institutions considering a CRM strategy as well as researchers in higher education CRM and organizational boundary work.