Marketing Hospitality and Tourism Education on the Internet: An Analysis of e-Relationship Marketing Features

Predicting application levels and matriculation yield among MBA programs: The use and application of the marketing mix and relationship marketing theories

“…As the relationship progresses up the scale, the more likely it is that the prospective customer will become a customer. When first developed, the model was intended for traditional sales transactions; however, as the Internet became more popular, researchers have not only adjusted Kotler and Armstrong's original model to reflect Internet relationship marketing but also have further tailored it to college and university websites (Han et al, 2005;Kittle & Ciba, 2001;Klassen, 2002).…”

“…Kotler and Armstrong 1996 When first developed, the model was intended for traditional sales transactions; however, as the Internet became more popular, researchers (Bai, Hu & Jang, 2007;Gan, Sim, Tan & Tna, 2007;Han et al, 2005;Jang, Hu, & Bai, 2006;Kittle & Ciba, 2001;Klassen, 2002) have adjusted Kotler and Armstrong's (1996) (Bai et al, 2007;Han et al, 2005).…”

“…As shown in the relationship marketing studies (Bai et al, 2007;Gan et al, 2007;Han et al, 2005;Jang et al, 2006;Kittle & Ciba, 2001;Klassen, 2002), use of the five-level model of assessing relationship marketing on websites is a common research practice. By using this model, a researcher can accurately assess the website and quantify the results.…”

“…When first developed, the model was intended for traditional sales transactions; however, as the Internet has become more popular, researchers have not only adjusted Kotler and Armstrong's (1996) original model to reflect Internet relationship marketing but also have tailored it to college and university websites (Bai et al, 2007;Han et al, 2005).…”

“…Prospective students can gather information regarding the school from the website; however, they cannot communicate with representatives from the school. Currently, this level is extremely rare among admission offices but was much more common when institutions first started using the Internet to recruit prospective students in the mid-1990s (Bai et al, 2007;Han et al, 2005).…”