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Constructive usage of WhatsApp in education sector for strengthening relations

Shiv Ratan Agrawal (IBS Hyderabad, a Constituent of IFHE, Deemed to be University, Hyderabad, India)
Divya Mittal (Department of Management Studies, Sri Sri University, Cuttack, India)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 8 July 2019

Abstract

Purpose

The purpose of this paper is to explore the key role of WhatsApp as WhatsApp-customer relationship management (w-CRM) for strengthening the relationship in the education sector. The paper is exploratory in nature.

Design/methodology/approach

A self-administered questionnaire was developed with 20 items for four latent constructs. The data were collected from the undergraduate and postgraduate students of Sri Sri University, Cuttack (Odisha), India, based on convenience sampling. The hypotheses were tested through regression and correlation analyzes.

Findings

The findings of the study unveiled that the relationships between students and teaching staff, students and non-teaching staff, and teaching and non-teaching staff can be strengthened by the adoption of w-CRM.

Practical implications

WhatsApp can be an inevitable tool to emerge with traditional CRM system to facilitating the advance implementation of w-CRM in the service industry.

Originality/value

Although the present study is limited to one of the service sectors, i.e. education, it unfolds the scope of implementation of w-CRM in different services. Especially, small and medium enterprises can implement this tool hand to hand to maintain strong relationships with customers.

Keywords

Citation

Agrawal, S.R. and Mittal, D. (2019), "Constructive usage of WhatsApp in education sector for strengthening relations", International Journal of Educational Management, Vol. 33 No. 5, pp. 954-964. https://doi.org/10.1108/IJEM-07-2018-0205

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited