A CUSTOMER RELATIONS MANAGEMENT MODEL FOR PRIVATE VCATIONAL SCHOOLS

Abstract

The objectives of this research were (1) to study the components of customer relations management model in private vocational schools; (2) to develop a customer relations management model for private vocational schools; and (3) to try out and evaluate quality of the developed customer relations management model for private vocational schools. 

              The research process was divided into five steps: (1) synthesis of component of the preliminary model; (2) verification of appropriateness and feasibility of the preliminary model by interviewing 10 private vocational school administrators and then developing the first draft model; (3) verification of appropriateness and feasibility of the first draft model by conducting a focus group discussion involving 10 experts and then developing the second draft model based upon results of the focus group discussion; (4) try-out to verify quality of the second draft model with the research sample of 45 school personnel from three private vocational schools, classified into three school directors, nine school deputy directors, 13 department heads, and 20 teachers; and (5) improvement of the second draft model based upon try-out results in order to synthesize the final version of the customer relations management model for private vocational schools. 

The employed research instruments were an interview form, questionnaires on appropriateness and feasibility, a manual for the customer relations management model, an observation form, a field study note taking form, and a model quality assessment form.  Qualitative research data were analyzed with content analysis; while quantitative research data were statistically analyzed with the use of the frequency, percentage, mean, and standard deviation.