Journal Press India^®

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The scenario in relationship management is changing due to the rise in usage of internet. This urge for internet has additionally influenced how management education service providers develop and manage relationship with their various stakeholders. This research paper investigates how social media impacts relationship quality between the management institute and one of its key stakeholder (i.e. students). Data was gathered by means of online survey and analysed utilizing the Wilcoxon Rank Sum test, multiple regressions and the Kruskal– Wallis test. The results demonstrated a positive affiliation between students following the management institute by means of social media and the impression of having a satisfactory relationship with their institute, and that following the institute on numerous social media destinations prompts a much higher view of relationship management. The outcomes of the research give essential and opportune ramifications to management institutes to invest qualitative efforts on social media sites to frame admirable relationships with their stakeholders.

Keywords

Relationship management; Management institutes; Social media marketing; Communication; Loyalty.

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