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

Abstract

The 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.

Keywords:

• Institutional marketing
• relational marketing
• higher education management
• university teacher

Reviewing Editor:

• Darwin Stephen, Universidad Alberto Hurtado, Chile

Subjects:

• Marketing
• Marketing Research
• Marketing Communications

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data that supper the findings of this study are available from the corresponding author, upon reasonable request.

Ethical approval

All participants were provided with consents that highlight their voluntary participation, how the data will be used in the research and how their confidentially will be maintained during and after the study.

Consent to participate

Consents were obtained from the participants’ parents to maintain the ethical standards within this study.

Additional information

Notes on contributors

Ledy Gómez-Bayona

Ledy Gómez-Bayona, PhD Administration, Tecnológico de Antioquia, Institución Universitaria, Marketing, business management, Relational marketing.

Alejandro Valencia-Arias

Alejandro Valencia-Arias obtained his PhD in Management Engineering from the National University of Colombia in 2018, a Master of Sciences degree in Computer Sciences in 2013, and a Bs. Eng degree in Management Engineering in 2010. With 12 years of experience as a university professor, he has made significant contributions to his field. His academic achievements include the publication of books and over 85 journal articles in national and international indexed journals. He holds the prestigious title of Senior Researcher from the Ministry of Science, Technology, and Innovation in Colombia and is recognized as a distinguished researcher at RENACYT (Peru). His research encompasses entrepreneurship, simulation, marketing research, and statistical science. Proficient in agent-based modeling and system dynamics, he specializes in developing social models. His current research focus involves analyzing teachers’ perspectives on the use of virtual tools in emerging economies, a topic that greatly motivates the professor.

Jaime Alberto Orozco-Toro

Jaime Alberto Orozco-Toro, PhD Medios, Comunicación y Cultura, Universidad Pontificia Bolivariana, Corporate reputation, social marketing.

Alexander Tabares-Penagos

Alexander Tabares-Penagos, PhD Administration, Universidad de Medellín, Internationalization process, Born Global, Intellectual capital.

Gustavo Moreno-López

Gustavo Moreno-López, Magister in education and human development, Institución Universitaria Marco fidel Suarez, Education, Knowledge Management, Human Capital.