2010/06/01 by Brian A. Vander Schee
Business, Management and Accounting · Decision Sciences · Social Sciences · #Customer Service Quality and Loyalty #Digital Marketing and Social Media #Technology Adoption and User Behaviour
paper · doi:10.1080/08841241003788177
openalex publication_date 2010/06/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
Prospective college students regularly read in promotional literature that the college experience is personal and unique to each individual. However, if their experience in the recruitment process proves otherwise it is difficult to convince students that they can each have a personal relationship with the institution. Small colleges can overcome this barrier by utilizing relationship marketing in recruitment, namely seller expertise, communication, interaction frequency and relationship benefits, via the enrollment officer model to meet enrollment goals. This article describes the model based on relationship marketing and enrollment management theory. Results from implementing the model at two small colleges showed an increase in admissions yield, first-year retention and employee job satisfaction.