Possibilities and limitations of using the customer experience management concept by universities

- Professor Zygmunt Waśkowski

Managing an institution of higher education requires the use of methods that are appropriate to the changing market environment. One of the relatively new management concepts, which may find its application in the educational environment is the concept of customer experience management (Customer Experience Management). This article attempts to examine the possibility of its use in higher education, taking into account the related opportunities and barriers.

Professor Zygmunt Waśkowski, Ph.D., Poznań University of Economics, Poland (Department of Marketing Strategies). Author of about 100 publications on the subjects of relationship marketing, strategic marketing, management and marketing in sports. The initiator and coordinator of many research projects devoted to relationship management on the B2B market, building competitive advantage of companies, marketing orientation in sports organizations, marketing management of sports products. Co-founder and member of the Management of Polskie Naukowe Towarzystwo Marketingu (Polish Scientific Association of Marketing).

DOI: 10.14611/minib.24.06.2017.07
Contact: z.waskowski(at)ue.poznan.pl
MINIB, 2017, Vol. 23, Issue 1

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