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Reseach Article

Interactive Technologies Utilization Model for University Relationship Marketing Strategies

by Vincent N. Omollo, Bathsheba M. Ongaki, Peter S. Nyakomitta
International Journal of Computer Applications
Foundation of Computer Science (FCS), NY, USA
Volume 115 - Number 2
Year of Publication: 2015
Authors: Vincent N. Omollo, Bathsheba M. Ongaki, Peter S. Nyakomitta
10.5120/20121-2184

Vincent N. Omollo, Bathsheba M. Ongaki, Peter S. Nyakomitta . Interactive Technologies Utilization Model for University Relationship Marketing Strategies. International Journal of Computer Applications. 115, 2 ( April 2015), 11-16. DOI=10.5120/20121-2184

@article{ 10.5120/20121-2184,
author = { Vincent N. Omollo, Bathsheba M. Ongaki, Peter S. Nyakomitta },
title = { Interactive Technologies Utilization Model for University Relationship Marketing Strategies },
journal = { International Journal of Computer Applications },
issue_date = { April 2015 },
volume = { 115 },
number = { 2 },
month = { April },
year = { 2015 },
issn = { 0975-8887 },
pages = { 11-16 },
numpages = {9},
url = { https://ijcaonline.org/archives/volume115/number2/20121-2184/ },
doi = { 10.5120/20121-2184 },
publisher = {Foundation of Computer Science (FCS), NY, USA},
address = {New York, USA}
}
%0 Journal Article
%1 2024-02-06T22:53:32.759742+05:30
%A Vincent N. Omollo
%A Bathsheba M. Ongaki
%A Peter S. Nyakomitta
%T Interactive Technologies Utilization Model for University Relationship Marketing Strategies
%J International Journal of Computer Applications
%@ 0975-8887
%V 115
%N 2
%P 11-16
%D 2015
%I Foundation of Computer Science (FCS), NY, USA
Abstract

The purpose of this paper was to develop a usage model for interactive technologies for university marketing strategies, using a combination of the task technology fit (TTF) model and the information systems acceptance (ISA) model. Interactive technologies enables the universities to inexpensively engage their customers in one- to- one. Over the years relationship marketing has emerged as a popular new paradigm in marketing. It has been proposed as the newest mainstream school of thought in marketing, beyond the twelve commonly accepted schools, that is, commodity, functional, regional, institutional, functionalist, managerial, buyer behavior, activist, macro-marketing, organizational dynamics, systems, and social exchange. The target population of the study was universities marketing departments within Kisii County. A quantitative research design was adopted and random sampling method was used to select respondents. Data was collected by means of questionnaires. Many universities are increasingly strengthening their marketing strategies by effectively interacting with their customers. This is normally done with the help of interactive technologies, such as interactive telephone, internet and digital technologies, in an integrated manner. However, there exists no model that tries to explain the factors behind the utilization patterns of these gadgets.

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Index Terms

Computer Science
Information Sciences

Keywords

Linear structural relations (Lisrel) Information Systems Acceptance (ISA) Task Technology Fit (TTF) Relationship Marketing Strategies (RMS) GFI SRMR.