Importance of relationship marketing in higher education management: the perspective of university teachers

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dc.contributor.affiliationGómez-Bayona, L., Faculty Business, University San Buenaventura, Medellín, Colombia
dc.contributor.affiliationValencia-Arias, A., Escuela de Ingeniería Industrial, Universidad Señor de Sipán, Chiclayo, Peru
dc.contributor.affiliationOrozco-Toro, J.A., Faculty of Advertising, Pontificia Bolivariana University, Medellín, Colombia
dc.contributor.affiliationTabares-Penagos, A., Faculty International Business, University Medellín, Medellín, Colombia
dc.contributor.affiliationMoreno-López, G., GRIESO Research Group, Institución Universitaria Marco Fidel Suarez, Bello, Colombia
dc.contributor.authorGómez-Bayona L
dc.contributor.authorValencia-Arias A
dc.contributor.authorOrozco-Toro J.A
dc.contributor.authorTabares-Penagos A
dc.contributor.authorMoreno-López G.
dc.date.accessioned2024-07-31T21:06:58Z
dc.date.available2024-07-31T21:06:58Z
dc.date.issued2024
dc.descriptionThe lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity. Methodologically, the conceptual model is tested using data from 231 teachers in seven accredited Colombian universities. For data analysis, the partial least squares structural equation model is used. The study highlights the importance of incorporating teachers as a key factor in the enactment of relational marketing strategies in the management of higher education. Suggestions are provided for universities to build a marketing culture and brand identity. Among the conclusions, the importance of retaining existing students and involving teachers in marketing strategies is highlighted. Emphasis is placed on identity management and relational marketing as key to improving the image and reputation of universities. This study is expected to be a starting point to explore the construct of trust, satisfaction, and loyalty in the academic field, recognizing the strategic role of teachers in marketing strategies. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
dc.identifier.doi10.1080/2331186X.2024.2332858
dc.identifier.instnameinstname:Universidad de Medellínspa
dc.identifier.issn2331186X
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellínspa
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.urihttp://hdl.handle.net/11407/8435
dc.language.isoeng
dc.publisherTaylor and Francis Ltd.spa
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativasspa
dc.publisher.programNegocios Internacionalesspa
dc.relation.citationissue1
dc.relation.citationvolume11
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85189522988&doi=10.1080%2f2331186X.2024.2332858&partnerID=40&md5=6c63765386a1d6bb161b9446bda2a22a
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dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.sourceCogent Education
dc.sourceCogent Educ.
dc.sourceScopus
dc.subjectDarwin Stephen, Universidad Alberto Hurtado, Chileeng
dc.subjecthigher education managementeng
dc.subjectInstitutional marketingeng
dc.subjectMarketingeng
dc.subjectMarketing Communicationseng
dc.subjectMarketing Researcheng
dc.subjectrelational marketingeng
dc.subjectuniversity teachereng
dc.titleImportance of relationship marketing in higher education management: the perspective of university teacherseng
dc.typearticle
dc.type.localArtículospa
dc.type.versioninfo:eu-repo/semantics/publishedVersion

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