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Journal : Journal of Educational Management Research

Theoretical and Empirical Analysis of Relational Marketing in Educational Institutions: A Literature Review Alkafi, Kurnia; Sarmain, Sarmain; Zohriah, Anis; Muin, Abdul; Afif, Muhammad
Journal of Educational Management Research Vol. 4 No. 6 (2025)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v4i6.1452

Abstract

The rapid digital transformation in the post-pandemic era has significantly reshaped the educational landscape, making it essential for institutions to adopt modern marketing strategies to remain competitive. This research explores the role of relational marketing in enhancing institutional reputation, student loyalty, and retention, particularly in the context of Indonesian educational institutions. The study aims to understand how relational marketing techniques, including CRM systems, digital branding, and social media engagement, can be effectively implemented to foster long-term relationships with students, parents, and alumni. A Systematic Literature Review (SLR) was employed to synthesize relevant studies from 2021 to 2025, focusing on relational marketing in education. The findings reveal that relational marketing strategies significantly contribute to student satisfaction and retention, with technology playing a pivotal role in personalizing services and communication. However, challenges such as limited resources and technological adoption remain. The study concludes that overcoming these challenges and integrating relational marketing strategies effectively can ensure the long-term sustainability and competitiveness of educational institutions in a digital era.
Co-Authors AAN ANSORI, AAN Abdul Aziz Abdulloh, Ferian Fauzi Abdussammad . Adi Sumandiyar Afif, Muhamad Agun, Pasipikus Yosua Agus Gunawan Ahmad Ashifuddin Aqham Ahmad Dimyati Ahmad Habibi Syahid, Ahmad Habibi Ahmad Qurtubi Ahmad Rifai Ahmad, Dimas Zuhri Al Faqih, Saad Alawiyah, Eva alfan nasrullah, Achmad Muzammil Alkafi, Kurnia Amalia Desy Wahyuni Ambarwati, Puji Amil Hasan, Adzhar Ladza Amin, Rahma Anis Fauzi, Anis Anwar, Matlaul Arda Arda Arma, Arma Asyibli, Basri Auliya, Haya Yumna Ilmin Azkia, Nada Fatiyyah Azzahra, Salsabila Farah Bachtiar, Machdum Cahyati, Hani Devi Wulandari Dewi Kania Cahyani Dini Fitriani Elman, Moh. Eneng Muslihah Ernita, Nevi Eva Musyrifah, Eva Fakih Firdaus, Arif Fakih, Ahlul Farisha Andi Baso, Farisha Andi Fauziah, Siti Syifa Firdaus, Arif Fakih Fitrawan K., N Fitri, Isnaeni Fitri, Nurdina Fitriani, Nining Gusni Satriawati, Gusni Habibur Rahman Hanafi Hanafi Harahap, Dessy Agustina Hayun, Rambu Af’Idatussolihah Heriansyah, M. Arie Firdaus Hilmiyati, Fitri Idris, Ahmad Idum Satia Santi Iwan Permana Suwarna Juhji, Juhji Juli, Sofie Fauziyyah Kadir Kadir Kadir Kadori, Kadori Kheryadi Kurniawati, Lia Kustiawati, Dedek Latue, Philia Latue, Theochrasia Luqmanul Hakim M. Amin Fauzie M. Lazim Mad Umar, Mad Umar Mahrus Manto, Agus Maulida, Ratna Siti Mawaddah, Maya Menap Mohammad Amin Lasaiba Mu'izzuddin, Mochammad Muamala, Siti Muawanah, Uyu Muhammad Afif Muhammad Zid Muiz, Rizqi Nurlaili Mu’izzuddin, Mochammad Nasrullah, Achmad Muzammil Alfan Neneng Aminah Neneng Fauziah Neneng Maulida Nevi Ernita Nugraha, Teguh Nujuludin, Risqon Nuralili Muiz, Rizqi Nurcahya, Alsri Nurnaesih, Nurnaesih Nuroniyah, Mila Nuryati Nuryati Nuzulul Qurnain, Nuzulul Oot Hotimah Panjaitan, Antonius Pratiwi, Arista Ambar Pratiwi, Herlina Priatna , Suherman Purnama Rika Perdana, Purnama Rika R. Kohar, R. Rahman, Habibur Rahman, Zaky Rahman, Zaky Diaulhaq Rakuasa, Heinrich Ramdani Miftah Ridho Mubarak Rita Maria Veranika Rita Maria Veranika, Rita Maria Rizki Mauliya Ulfah Rofiqi, Rofiqi Rohaemi, Rohaemi Rohimat, Sonny Rohman, Tatang Taufik Rosyid, Moh. Zaiful ROYANI, A. Sabariah Sabariah Salimah Samsu Samsu Saputra, Taufik Aris Sarmain, Sarmain Setiawan, Sabar Sismulyanto Somae, Glendy Suedah, Suedah Sugiyono . Sukarmansyah Supardi Supardi Syarifudin, Encep Tamala Yusuf, Rian Sesar Tatang Herman, Tatang Tri Ilma Septiana Tuni K., Ageltri Ulyani, AAP Ulyani, Aap Siti Utami, Maharani Windu Uyun, Yuyun Rohmatul Wahid, Kholid Wahyud, Dicky Wasehudin, Wasehudin WAZIN WAZIN, WAZIN Wirianata, Herry Yuliyanti yuliyanti Yuyun Rohmatul Uyuni Zahra, Annisa Zohriah, Anis Zulfiani Zulfiani