Culture, customer-centricity, and customer relationship management in an online postsecondary learning institution
Marguerite E. Barta, Capella University, United States
Capella University . Awarded
This qualitative virtual ethnographic study examined the current organizational culture, the state of customer-centricity, and the state of CRM at Commonwealth University to learn (or understand) whether these elements shape the organizational culture and the lives of Commonwealth University's participants. The clear articulation and recognition of these elements is fundamental to the possible creation of a customer-centric culture that affects the culture itself and the day-to-day working lives of online postsecondary educators. This study was keenly interested in how the educators perceive the culture of customer-centricity and whether the educators are actively engaged in Commonwealth University's CRM initiative. This study also contributes to our understanding of customer relationship management by using an interpretivist approach to subject matter that has been overwhelmingly positivistic and qualitative.
Barta, M.E. Culture, customer-centricity, and customer relationship management in an online postsecondary learning institution. Ph.D. thesis, Capella University. Retrieved March 21, 2019 from https://www.learntechlib.org/p/129263/.
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