Management Science 2017
C2B Increase Students Enrolment
Abstract
The purpose of this research paper presents how C2B approach can be optimize in both traditional recruitment (TR) and (MR) modern recruitment to increase students’ enrolment in private universities (PU’s) in Malaysia and globally. Furthermore, explore the effectiveness of traditional and modern students’ recruitment process using C2B approach. Simple random sampling technique and self-administered questionnaires were distributed by mail and online to students in Malaysia. Found that the correlation between TR, MR and students’ intention (INT) to make decision in selecting private university in Malaysia, was positive relationship and significant. Additionally, the results identified as full moderators are attitude (ATT) and subjective norm (SN) and have positives significant effect between independent variables (TR and MR) and dependent variables (INT). The study conducted that the use of word of mouth, friends’ advice, suggestion from family, were the most effective in traditional recruitment (TR), whereas the usage of social media C2B has the most effective from modern recruitment (MR). Therefore it is recommended that the private universities should adopt these C2B approach to enhance their recruiting on advertising, promoting and creating attractive messages to attract students. Thus enable the PU’s to reduce marketing budgets, and obtain larger market share and also sustain in business for coming years. Furthermore finding helps PU’s to plan effective marketing strategy accordingly to overcome their competitors and gain additional new students.
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