Social CRM Framework For University

© 2021 by IJCTT Journal
Volume-69 Issue-12
Year of Publication : 2021
Authors : Yohanes Suhari, Kristophorus Hadiono, Arief Jananto, Dwi Agus Diartono 
DOI : 10.14445/22312803/IJCTT- V69I12P101

How to Cite?

Yohanes Suhari, Kristophorus Hadiono, Arief Jananto, Dwi Agus Diartono, "Social CRM Framework For University," International Journal of Computer Trends and Technology, vol. 69, no. 12, pp. 1-4, 2021. Crossref,

The development of the use of social media in Indonesia is very fast. Universities need to establish good relations with stakeholders. Social CRM can be used as a tool to build good relations with stakeholders. The objectives of this study are: (1) Building a social CRM framework for universities and (2) Knowing the popularity of social media in universities in Central Java, Indonesia. The successful implementation of social CRM in universities will be very helpful in increasing effectiveness and efficiency in establishing good relations with stakeholders. The research was conducted using a synthesis method from various relevant kinds of literature to build a customer relationship management framework for universities. This study also uses an observation method to know the popularity of various social media in universities. Universities CRM framework designed includes social media, social web, CRM system. The CRM system consists of operational CRM, analytical CRM, and database. The order of social media usage from the most used is Facebook, followed by Instagram, Twitter, WhatsApp, YouTube.

CRM, Social CRM Framework, University.


[1] M. Sigala, eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence, Comput. Human Behav., 27(2) (2011) 655–661. doi: 10.1016/j.chb.2010.03.007.
[2] J. T. Bowen and S.-L. C. McCain, Transitioning loyalty programs: A commentary on ‘the relationship between customer loyalty and customer satisfaction, Int. J. Contemp. Hosp. Manag., 27(3) (2015) 415–430.
[3] L. Dessart, C. Veloutsou, and A. Morgan-Thomas, Consumer engagement in online brand communities: A social media perspective,J. Prod. Brand Manag., 24(1) (2015) 28–42. doi: 10.1108/JPBM-06-2014-0635.
[4] H. S. M. Lipiäinen, CRM in the digital age: implementation of CRM in three contemporary B2B firms,J. Syst. Inf. Technol., 17(1) (2015) 2–19.
[5] M. Sigala, From Demand Elasticity to Market Plasticity: A Market Approach for Developing Revenue Management Strategies in Tourism, J. Travel Tour. Mark. Binghamt., 32(7) (2015) 812–834.
[6] W. Kunz et al., Customer engagement in a Big Data world, J. Serv. Mark., 31(2) (2017) 161–171. doi: 10.1108/JSM-10-2016-0352.
[7] T. Küpper, T. Lehmkuhl, N. Wittkuhn, A. Wieneke, and R. Jung, Social CRM Performance Model: An Empirical Evaluation, in Conference: 28th Bled eConference, (2015) 418–435.
[8] K. J. Trainor, Relating Social Media Technologies to Performance: A Capabilities-Based Perspective, J. Pers. Sell. Sales Manag. Abingdon, 32(3) (2012) 317–331.
[9] M. Marolt, A. Pucihar, and H.-D. Zimmermann, Social CRM Adoption and its Impact on Performance Outcomes: a Literature Review, Organizacija, 48(4) (2014) 260–271. doi: 10.1515/orga-2015-0022.
[10] R. Whiteside and G. S. Mentz, Online Admissions and Internet Recruiting: An Anatomy of Search Engine Placement, Educause Quarterly Review, (2003).
[11] B. Kittle and D. Ciba, Using College Web Sites for Student Recruitment: A Relationship Marketing Study, J. Mark. High. Educ., 11(3) (2001) 17–37.
[12] Y. Suhari, K. Hadiono, and A. Jananto, Customer Relation Management Features On Mobile Web And The Implementation For Universities In Central Java, Indonesia, Int. J. Comput. Trends Technol., 69(1) (2021)1–5. doi: 10.14445/22312803/ijctt-v69i1p101.
[13] S. Macwan and S. Khanna, Analysis and Application of Data Mining in CRM Systems of Healthcare Insurance, Int. J. Comput. Trends Technol., 56(1) (2018) 27–31. doi: 10.14445/22312803/ijctt-v56p104.
[14] A. Marolt, Marjeta; Zimmermann, Hans-Dieter; Žnidarši?, Anja; Pucihar, Exploring Social Customer Relationship Management Adoption in Micro, Small and Medium-Sized Enterprises, J. Theor. Appl. Electron. Commer. Res. Curicó 15(2) (2020) 38–58.
[15] F. A. Buttle and S. Maklan, Customer Relationship Management: Concepts and Technologies., (2015).
[16] P. Charoensukmongkol and P. Sasatanun, Social media use for CRM and business performance satisfaction: The moderating roles of social skills and social media sales intensity, Asia Pacific Manag. Rev., 22(1) (2017) 25–34.
[17] P. Harrigan, G. Soutar, M. M. Choudhury, and M. Lowe, Modelling CRM in a social media age, Australas. Mark. J. AMJ; St. Lucia, 23(1) (2015).
[18] K. Rababah, H. Mohd, and H. Ibrahim, Customer relationship management (CRM) processes from theory to practice: The preimplementation plan of CRM system, Int. J. e-Education, eBusiness, e-Management e-Learning, 1 (2011) 22–27.
[19] W. Reinartz, M. Krafft, and W. D. Hoyer, The Customer Relationship Management Process: Its Measurement and Impact on Performance, J. Mark. Res., 41(3) (2004) 293–305.
[20] H. Gebert, M. Geib, L. Kolbe, and W. Brenner, Knowledgeenabled customer relationship management: integrating customer relationship management and knowledge management concepts, J. Knowl. Manag., 7(5) (2003) 107–123.
[21] A. Payne and P. Frow, Customer Relationship Management: from Strategy to Implementation, J. Mark. Manag., 22(1-2) (2006) 135– 168.
[22] L. Lang and J. Pirani, Maximize Institutional Relationships with CRMs, (2014). [Online].Available:
[23] F. Buttle, Customer Relationship Management - Concepts and Technologies, Second edi. USA: Elsevier Ltd., (2009).
[24] M. J. Mosadegh and M. Behboudi, Using Social Network Paradigm for Developing a Conceptual Framework in Crm, Aust. J. Bus. Manag. Res., 1(4) (2011) 63–71. doi: 10.52283/nswrca.ajbmr.20110104a06.
[25] M. Anshari and M. Almunawar, Framework of Social Customer Relationship Management in E-Health Services, J. e-Health Manag., (2012) 1–15. doi: 10.5171/2012.766268.
[26] O. Reinhold and R. Alt, Analytical social CRM: Concept and tool support, 24th Bled eConference - eFuture Creat. Solut. Individ. Organ. Soc. Proc., (2011) 226–241.