| Relationship marketing is a business technique that focuses on the customer as a distinct individual with unique wants and needs. This focus leads organizations to develop relationships with the customer that may eventually lead to customer loyalty and retention. There are five basic concepts to relationship marketing: creating personal bonds, concern for the welfare of the customer, commitment to the personal growth of the customer, customer fit, and retaining/terminating the relationship with the customer. Accountability measures and competition are driving institutions to develop strategies that assist them in their retention efforts. This exploratory case study examines the use of relationship marketing techniques by public institutions of higher education in Colorado.;The participants of this research came from five public institutions of higher education in Colorado. A total of ten individuals were interviewed concerning the retention strategies of the various institutions. Participants also completed a questionnaire concerning customer service and retention activities. In addition, mission statements and other documents were evaluated for relationship marketing techniques.;The research seems to indicate that these five public institutions of higher education are using three of the five concepts of relationship marketing: creating personal bonds with students, concern for the welfare of the student, and commitment to the personal and academic growth of the student. The questionnaire, and the document review supported statements made by the participants in their interviews. |
