Restricted accessResearch articleFirst published online 2026-4
The mediating role of customer relationship management in the relationship between customer focus and customer satisfaction at university from an industry perspective
Studies of customer focus practices in the academic sector are rare compared to other sectors. This study examined the levels of customer focus, customer relationship management (CRM) and customer satisfaction in Jordanian universities. It also examined the impact of customer focus at the university on customer satisfaction and the mediating role of CRM. Customer focus, CRM and customer satisfaction from a business perspective were measured through a questionnaire developed based on a literature review and then distributed to human resource managers in Jordanian companies. The results indicated that the levels of customer focus, CRM and customer satisfaction are in the “good” range on the scale. The results also indicated that there are statistically significant positive relationships between customer focus and CRM (as independent variables), and customer satisfaction (as dependent variable). The relationship between customer focus and customer satisfaction is partially mediated by CRM. To the best of the author’s knowledge, this study is the first empirical study that examined the mediating role of CRM in the relationship between customer focus and customer satisfaction in the higher education sector in particular. The results support the importance of mutually beneficial collaboration between universities and business.
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