Social media's significance in higher education has increased due to its capacity to enhance participation, communication, teamwork, and information sharing. Important notifications, updates, and reminders can be promptly received by all members of the university community, assuring that information is shared with everyone. The objective of this study is to develop a model for a Customer Relationship Management (CRM) system in higher education that is based on social media and intends to increase student satisfaction, loyalty, and profitability. It blends the idea of trust with Delone Mclean success model. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to evaluate the data that was gathered from 606 Jordanian private university students via an online survey. The findings demonstrated that user satisfaction affects social media usage and that system quality, information quality, service quality, and trust must all be considered to attain user satisfaction. This study examines how to create a CRM system based on social media in Jordanian universities. The study makes significant contribution to the development criteria for evaluating social media-based CRM systems in higher education institutions, and its broad conceptual model cloud be expanded and tested in future studies. This study is the first to investigate the use of social media to develop a CRM system for Jordanian universities. This is a novel study, and the work significantly create a set of criteria for evaluating social media-driven CRM systems in higher education. The study's expansive the model may serve as the base for more research in this field.
Keywords: Customer relationship management; Delone mclean model; Jordanian context; PLS-SEM; Social media; Success model.
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