E-CRM as a catalyst for brand awareness and engagement: a strategic imperative for private institutes of higher learning in Malaysia

Abdullah, Siti Salmiah and Abdul Wahid, Nur Kamariah (2025) E-CRM as a catalyst for brand awareness and engagement: a strategic imperative for private institutes of higher learning in Malaysia. International Journal of Accounting, Finance and Business (IJAFB), 10 (59). pp. 106-115. E-ISSN 0128-1844

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Abstract

The emergence of E-commerce has ushered in a multitude of advantages, especially in terms of economic development. Even before the COVID-19 pandemic, Private Institutes of Higher Learning (IHLs) have faced significant challenges and intense competition including Malaysian Private IHLs. In response, these institutions have implemented various strategies to sustain their competitiveness in the education sector. Among these strategies, marketing management has emerged as a crucial approach, providing a comprehensible platform for cultivating market relations within the academic domain. This paper delves into the realm of electronic customer relationship management (e-CRM) in the private higher education sector, focusing on the impact of digital transformation on brand image. With the advent of e-commerce and the evolving expectations of tech-savvy students, establishing and maintaining a strong brand image has become crucial for private IHLs. This article explores the pivotal role of e-CRM to Malaysian Private IHLs in enhancing brand awareness and engagement as well as presents it as a strategic imperative for businesses. Drawing on theoretical frameworks and empirical evidence, this research article provides insights into how businesses can leverage e-CRM to elevate their brand image, build customer trust, and foster long-term relationships. By understanding the significance of e-CRM as a catalyst for brand awareness and engagement, IHLs can develop effective strategies to thrive in today's dynamic marketplace.

Item Type:	Article (Journal)
Uncontrolled Keywords:	rand Image, Customer Relationship Management, Electronic Customer Relationship Management, Institutes of Higher Learning, E-commerce
Subjects:	H Social Sciences > H Social Sciences (General) > H31 Collected works (Nonserial) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5717 Business communication H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5735 Business records management H Social Sciences > HM Sociology > HM1106 Interpersonal relations. Social behavior
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Dr. NUR KAMARIAH Abdul Wahid
Date Deposited:	04 Jun 2025 11:39
Last Modified:	04 Jun 2025 11:40
URI:	http://irep.iium.edu.my/id/eprint/121338

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