Presenting a Comprehensive model for implementation student relationship management by using integrated approach towards of the Interpretive structural modeling and structural equation modeling (A Study: Yazd University)

Base: Today, customer-orientation and customer satisfaction is not just as a strategy but is as a rule. so that non-compliance will result in elimination from the competition scene. Applying the concept of customer relationship management in higher education has led to a new concept called the Student Relationship Management. In this study, by using interpretive structural modeling with partial least squares approach and structural equation modeling, was try to provide a new framework for the design model, This study is a descriptive and practical, and with a single cross-sectional survey was conducted. Population of this research involved Yazd university students, who are educating in third semester and higher. Based on the calculated sample size, 149 students were randomly selected and surveyed. To develop the concept of Student Relationship Management, the questionnaires of this research were reviewed and standardized by using factor analysis and Cronbach's alpha. Then by using Interpretive Structural Modeling and considering the levels and relations between dimensions, a comprehensive model was design. findings of this research introduce 6 concepts “Identifying needs”, “staff”, “strategy”, “policy and regulation”, “technological infrastructure” and “process”, as dimensions of Students Relationship Management, also 36 indicators were determined to assessment and implementation of this concepts. It should be mentioned, model of this research was designed in 5 levels by applying ISM method and the accuracy levels of designed model, was verified by using Structural Equation Modelling. According to results of this research, in order to implement this model, principals of universities first of all should focus on “Identifying needs” and “Strategy” that are the infrastructures elements of designed model. Also it is found that applying combination of SEM and ISM models, can help researchers to design a comprehensive model for students relationship management concept.