FACTORS AFFECTING CUSTOMER RELATIONSHIP MANAGEMENT (A CASE STUDY OF STATE UNIVERSITIES OF PUNJAB

PTU
AND
GNDU)

Presented by:
Manpreet kaur

Introduction

In todays business world, customer relationship management is

a valued project product as it openly influences the bottom line.
In order for colleges and universities to achieve this objective,
they have to focus more on accomplishing or performing better
then the expectations and desires of customers, specifically the
students. One could dispute that the sudden growth in student
applications for private institutions is a stimulating demand to
classical colleges and universities as a pointer that a students
prefer looking for education opportunities where there needs will
be met. Thus the study attempts to examine the relationship
between
customer
relationship
service
satisfactions.
Furthermore, the study is also examining critical models in
customer relationship management that contribute most to the
satisfaction of the students.

PUNJAB TECHNICAL UNIVERSITY(PTU)

JALANDHAR

Punjab Technical University was established by an act of

legislature on 16 January 1997 with a handful of institute
.i.e 9 engineering & 5 management colleges .Presently the
university administrates 280 colleges ,out of which 102 are
engineering, 134 are management,30 are pharmacy, 07 are
architecture and 07 are Hotel Management & Catering
Technology(HMLT)with 33 regional centres . The University
provides undergraduate and post graduate courses in most
of the technical fields.
Having 20 plus campus and 2000 plus learning centres
spread across the country, the university provides
education to more than 4 Lac students from India and
foreign states.

GURU NANAK DEV UNIVERSITY (GNDU)

AMRITSAR

Guru Nanak Dev University was established at Amritsar, India on

November 24, 1969. G.N.D.U is both a residential and an affecting
university. In conceiving the future course of the University, the
objectives of the university would make provision for imparting
education and promoting research in humanities, learned professions,
Sciences, especially of applied nature and technology. Studies and
research on the life and teachings of G.N.D.U in addition to working
towards the promotion of Punjab language and shredding education
among educationally backward classes and the other commitments.
In addition to academics , The university has created necessary
facilities for recreation and all round development of students and
facility in form of development of youth services, national services
scheme , 900-seat all purpose auditorium , half a dozen seminars and
conferences halls, a modern hi-tech sports complex, ,sports hostel
facility club students centre , health centre.

OBJECTIVES OF STUDY

.To find out factors with affect customers

relationship
management
in
education
institution.
.To examine the level of customer satisfaction
with the way of performing the educational
processes at the university.
.To find out the level of students satisfaction with
the other facilities provided by university.
.To find out students satisfaction in both
universities.

REVIEW OF
LITERATURE
KAPOOR (2015), higher education is education generally begun afterhigh
school, usually carried out at a university or college, and usually involving
study for a degree or diploma . It is normally divided into two levels of
undergraduate and postgraduate levels usually through lecture-based
classes or distant learning. In this study, higher education entails all
universities and colleges which offer programs to international students.
Higher education has sometimes been abbreviated as he in this research.
Tinto [ 20013], In view of corporate CRM activities, college student
enrollment management activities of converting suspects to the admitted
represent the marketing components of CRM; the conversion of

admitted students to enrollees represent the component of sales; and

the continuous enrollment and participation as alumni represent the
retention and support components. However, student life cycle
involves more complex interactions especially during the retention
phase as academic programs, advising, and student life play critical
role in student retention.

Kotler and Armstrong[2012],Customer satisfaction was the level in

which the needs, wants and expectations of customers were met
that would result in repeating of purchases or ongoing loyalty.
Service product quality had an important role to establish
customer satisfaction, 1996). The more quality of products and
services delivered, the customer would have high satisfaction.
When customers had higher satisfaction, it could lead to profits for
the company. Satisfied customers would continue to make repeat
purchases. It would be vice versa if there is unsatisfactory; it
would make customers move to another product. The level of
satisfaction was a function of the difference between perceived
performances to expectations.

RESEARCH METHOLODGY

In the view to precede the research in a systematic way

the following research methodology has been used. By
means of obtaining detailed opinion of students, this
research falls the category of conclusive research. Both
primary and secondary data collection was made. To collect
the primary data Questionnaire is prepared.

Type of research design

Conclusive research design
Sources of data
Primary data survey method
Sampling size
100
Sampling units
Students from different age group, different gender and different courses
group
Research equipment
Questionnaire
Method of data collection
Personal interview
Test applied
Percentage, factor analysis
Software used
SPSS

INTERPRETATION AND
ANALYSIS
AGE GROUP
18-20
21-25
26-35
Above 35
Total

FREQUENCY
11
69
11
9
100

PERCENTAGE
11
69
11
9
100

GENDER

Frequency

Percentage

Male
Female
Total

37
63
100

37
63
100

EDUCATION
Graduate
Post Graduate
Other
Total

Frequency
40
52
8
100

Percentage
40
52
8
100

INTERPRETATION: It shows the most respondents that is 69

% are between the age 21-25. Most of respondents thats
63 % are women and 37% are men while the 52% people
are post graduate and 40% are graduate and 8% are
others.

INTREPRATION OF FACTOR

ANALYSIS

The approach use in the factor analysis is Principle component

analysis. In this component analysis total variance in the data is
considered. The diagonal of the correlation matrix consist of
unities and full variance is bought in to factor matrix . It determine
the minimum number of factors that will account for maximum
variance in data for use in subsequent multivariance analysis. The
factor are also called principle components. Although the initial on
un-rotated factor matrix indicates the relationship between the
factors that can be interpreted, because the factor a correlated
with many variables.

PTU UNIVERSITY FACTOR

ANALYSIS
Total Variance Explained
Shows the total variance explained by various factors

Initial Eigen values

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total
3.127

% of
Variance
20.848

Cumulative
%
20.848

Total
3.127

% of
Variance
20.848

Cumulative
%
20.848

Total
2.107

% of
Variance
14.048

Cumulative
%
14.048

1.653

11.022

31.870

1.653

11.022

31.870

2.089

13.927

27.976

1.570

10.466

42.336

1.570

10.466

42.336

1.604

10.695

38.671

1.383

9.218

51.554

1.383

9.218

51.554

1.591

10.604

49.275

1.212

8.082

59.636

1.212

8.082

59.636

1.554

10.361

59.636

.970

6.468

66.104

.850

5.669

71.773

.825

5.497

77.270

.663

4.423

81.693

10

.592

3.945

85.638

11

.547

3.645

89.283

12

.540

3.602

92.885

13

.425

2.831

95.716

14

.373

2.488

98.205

15

.269

1.795

100.000

Component
1

Extraction Method: Principal Component Analysis.

INTERPRETATION

Its observed from the above table that 15 factors were

taken for the factor analysis and only 5 factors were
explained which are consider being more affecting in
the assessment, 5 factors have Eigen value more than
1, so accordingly we proceeded with these factors.
The total variance explained by factor 1 is 20.848,2 is
11.022,3 is 10.466,4 is 9.218,5 is 8.082 percent of
variance, where as the cumulative variance explained
by these 5 factors is 59.636% and the rest of the
variance is due to the factors which are beyond the
scope of the study. With the help of this table rotated
component matrix was obtained which is given below.

Rotated Component Matrixa

Component
1

Q5-14

.868

Q5-11

.834

Q5-8
Q5-1
Q5-2
Q5-3

.496

.714
.661
.648

Q5-13

.741

Q6-2
Q5-4
Q4-2
Q4-7

.727
.461
.852
.782

Q6-4

.608

Q5-5

.482

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

The above table shows that each statement

corresponding to the factor loading is the correlated with
the factor corresponding to that factor loading. Higher
the factor loading stronger this the correlation between
the factors and statement. On the basis of rotated
component matrix basis the factor extraction table has
been prepared which is as:

Shows factor extraction which shows the variable in

each factor with corresponding loading and percentage
of variance

Factors

F1

F2

F3

F4

F5

% of variance Factor
Variables
interpretation included
in
the factor
20.848
Facilities
Motivational
atmosphere
Staff
knowledge
location
11.022
Education
Education
Varity
of
course
offered
Infrastructure
10.466
Services
Qualified
faculty
Availability of
books
Cost
of
tuition
9.218
Management Executive
leadership
Total quality
Quality
management
8.082
Environment Internet
factors
facility

Loading

.868
.834
.496

.714
.661
.648

.741
.727
.461

.852
.782

.608
.482

Factor extraction table shows the variables in each factors with

corresponding loading and % of variance .

The above table stated factors are in order of degree of

importance that is factor 1 is more important 2 ; factor 2 is
more important than factor 3 and so on to factor 5. The factor
1 has variance 20.848 which again higher than factor 3,4,5
variance 11.022,10.466,9.218,8.082. Here it is found that the
factors like motivational atmosphere, staff knowledge, Location
are most influential factor.

GNDU FACTOR ANALYSIS

Total

Compon
ent
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

Initial Eigenvalues
% of
Cumulati
Total
Variance
ve %
3.699
20.550
20.550
1.842
1.603
1.510
1.361
1.300
.946
.872
.801
.675
.644
.583
.531
.427
.378

10.235
8.907
8.390
7.564
7.225
5.254
4.844
4.451
3.749
3.579
3.241
2.951
2.374
2.098

30.785
39.692
48.082
55.646
62.870
68.124
72.968
77.419
81.168
84.747
87.988
90.939
93.313
95.411

Variance Explained
Extraction Sums of Squared
Loadings
% of
Cumulati
Total
Variance
ve %
3.699
20.550
20.550
1.842
1.603
1.510
1.361
1.300

10.235
8.907
8.390
7.564
7.225

30.785
39.692
48.082
55.646
62.870

Rotation Sums of Squared

Loadings
% of
Cumulati
Total
Variance
ve %
2.382
13.235
13.235
2.251
1.885
1.838
1.578
1.381

12.508
10.473
10.211
8.769
7.674

25.744
36.216
46.428
55.197
62.870

INTERPRETATION

Its observed from the above table that 15 factors were

taken for the factor analysis and only 6 factors were
explained which are consider being more affecting in the
assessment, 6 factors have Eigen value more than 1, so
accordingly we proceeded with these factors. The total
variance explained by factor 1 is 20.550,2 is 10.235,3 is
8.907,4 is 8.390,5 is 7.564,5 is 7.224 percent of
variance, where as the cumulative variance explained by
these 6 factors is 62.870% and the rest of the variance is
due to the factors which are beyond the scope of the
study. With the help of this table rotated component
matrix was obtained which is given below

Rotated Component Matrixa

Component
2
3
4

1
Q5-11
Q5-14
Q6-3
Q5-5
Q5-6
Q5-4
Q5-8
Q5-2
Q6-8
Q6-10
Q5-9
Q6-2
Q5-13

.762
.740
.737
.551
.734
.674
.633
.515
.744
.674

Q6-4
Q6-9
Q4-4
Q4-6
Q4-7
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

.691
.683
.354
.678
.609
.697
.539
.523

The above table shows that each statement corresponding to

the factor loading is the correlated with the factor
corresponding to that factor loading. Higher the factor loading
stronger this the correlation between the factors and
statement. On the basis of rotated component matrix basis the
factor extraction table has been prepared which is as:

Shows factor extraction which shows the variable in each

factor with corresponding loading and percentage of variance

Factors

% of variance

F1

20.550

F2

10.235

F3

8.907

F4

8.390

F5

7.564

F6

7.225

Factor
interpretation

Variables
included in the
factor
Environmental
Staff knowledge
factors
Motivational
atmosphere
Technology
Environment of
college
Mental
Psychological
development
development of
students
Cost of tuition
location
Training
and Courses
development
Seminars
Training
Program
services
Placements
Availability
of
books
Infrastructure
Qualified faculity
Internet facility
Canteen
Growth

Loading

.762
.740
.737
.551

.734
.674
.633

.515
.744
.674
.691
.683
.354
.678
.609

Innovations
.697
Future carrier
.539
Total
quality .523
management

Factor extraction table shows the variables in each factors with

corresponding loading and % of variance .

The above table stated factors are in order of degree of

importance that is factor 1 is more important 2 ; factor 2 is
more important than factor 3 and so on to factor 5.
The
total
variance
explained
by
factor
1
20.550,10.235,8.907,8.390,8.390,7.564,7.225. factor 1 has
variance 20.550 which again higher than factor 3,4,5,6
variance . here it is found that the factors like staff knowledge,
motivational atmosphere, technology and environment of
knowledge are most influential factor.

FINDINGS

1. Most of the respondents are female .

2. Most of the respondents were between age 2125.
3.By comparing PTU and GNDU on various basis
,it is found that 5 factors affect in PTU and 6
factors affect in GNDU.
4. It is found that people are more influence by
environment factors in GNDU and facilities in
PTU.
5.In Both University students are satisfied by
services provided by the universities.

CONCLUSION

This study has analysed the overall perception of

students regarding the customer relationship
management and services provided by the
education sector. The different age , gender ,
courses group are important demographic factors
in educational sectors which have used to
measures the perception of students regarding
CRM.
Different students have different
perception regarding CRM the both universities.
So the educational sector should improve and
concentrate on education, services, growth,
infrastructure etc.

REFRENCES
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THANK YOU