Relational Marketing Strategies In Higher Education: A Systematic Literature Review On Student Loyalty

Abstract

The significance of relational marketing in higher education institutions has garnered increasing attention as universities strive to foster long-term relationships with students, enhancing their loyalty and overall educational experience. This systematic literature review aims to synthesize existing research on the impact of relational marketing strategies on student loyalty in higher education. By critically analyzing studies from various academic databases, this review identifies key themes and strategies that have been effective in promoting student loyalty. The findings highlight the importance of personalized communication, engagement initiatives, and trust-building activities as pivotal components of successful relational marketing. Additionally, this review discusses the theoretical frameworks underpinning these strategies and their practical implications for university administrators. The review concludes with recommendations for future research to address gaps in the literature and further explore the dynamic relationship between relational marketing and student loyalty in the context of higher education.