Digital Transformation in Higher Education Institutes in India: Evaluating the Role of Student Relationship Management

The new challenges for Higher Education Institutions (HEIs) in a competitive market are interacting and aligning with digital transformation agents. The study examines the impact of Student Relationship Management (SRM) through digital transformation on student and parent satisfaction, loyalty, and recommendation willingness in Higher Education Institutions (HEIs). Multiple hypotheses were tested using AMOS. The research, which was conducted at Engineering and Management Institutes, using a descriptive research design, determined that effective SRM practices substantially increase student and parent satisfaction, resulting in improved retention, advocacy, and institutional success. student engagement and satisfaction were discovered to be positively influenced by digital interventions and management support. Parent loyalty and student retention were also influenced by branding and promotion strategies, even though their maximum potential is still unrealized in numerous institutions. The research suggests that higher education institutions should improve their student learning management (SRM) strategies to cultivate more robust relationships with students and parents. This includes boosting student life cycle management, incorporating knowledge management throughout online and offline platforms, and enhancing branding and promotion initiatives. Building loyalties that last and advocacy necessitates the implementation of digital tools and consistent feedback mechanisms. The significance of SRM in fostering student satisfaction, loyalty, and institutional success is emphasized by the research.