Abstract:

Customer retention is an important and frequent topic within marketing activities and research. Concepts are commonly used in private enterprises. However, it is only recently that Universities started to apply these concepts. In this regard, the increasing competition among Universities and the pressure to offer profitable courses increased the importance of student retention even further. In order to address some current challenges of student retention, this paper outlines an attempt to design and model activities that allow to obtain student retention by considering the needs and relationship values of the students.