A framework for customer relationship management strategy orientation support in higher education institutions

Basel Khashab, Stephen R. Gulliver, Rami M. Ayoubi

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)


A number of generic Customer Relationship Management (CRM) implementation frameworks have been developed, yet no systematic framework has been developed to help HEIs orientate CRM strategy to align with university business strategies and stakeholder needs. This research iteratively develops the CRM Strategy Orientation Support (CRM-SOS) framework, which aims to support HEIs in orientating their strategic CRM system at the pre-implementation stage and align CRM strategy with the business strategy; thus, reducing the chance that HEIs will experience CRM implementation failure. To reach our proposed CRM-SOS framework, we employed Design Science Research (DSR) methodology steps by analysing UK HEIs specific CRM implementation case studies, conducting semi-structured HEIs-based interviews, followed by evaluation of the resulted framework by HEI Information Systems (IS) experts. We concluded with a new CRM-SOS framework for HEIs consisting of five stages. The framework can be used to personalise the stages until they fit the strategic outputs and match the top management KPIs. Although existing research agrees that intensive attention should be given to CRM planning, there is no consensus or developed framework, for use within HEIs, demonstrating how CRM strategy can be orientated to align with university strategies and customer needs.

Original languageEnglish
Pages (from-to)246-265
Number of pages20
JournalJournal of Strategic Marketing
Issue number3
Early online date25 Sept 2018
Publication statusPublished - 2 Apr 2020


  • CRM frameworks
  • CRM Strategy
  • Customer Relationship Management (CRM)
  • higher education
  • UK universities

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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