Relationship marketing in universities: a challenge of higher education in lndonesia

Abstract

Universities in Indonesia are facing higher competition in order to get students, not only from local universities but also from overseas universities. How to get students as well as how to maintain quality of education are critical tasks for universities. Relationship marketing in universities refers to all marketing activities directed at establishing, developing and maintaining successful relational exchange between universities and students. Universities need to maintain relationships with students in order to ensure satisfaction and loyal students, so they will be a marketers for universities through word of mouth communication.