Role of Digital Relationships in the Marketing of Higher Education: An Exploratory Analysis from New Zealand

The adoption and growth of innovative digital marketing technologies have helped the businesses to embrace relationship marketing strategies in their markets. Relationship marketing strategies are intended to provide sustainable competitive advantages through identifying, developing and maintaining value-creating relationships among its stakeholders, and marketing strategies of higher education were no exception. The current study examines the role of relationship marketing approaches in digital marketing and promotion of educational exports in New Zealand. Based on a systematic review of the literature published between 2000 and 2018, the current study examines the evolution and growth of relationship marketing approaches in the marketing theory and practice. Findings suggest that trust, commitment and service orientation are the critical success factors and growth drivers of relationship marketing approaches in higher education. The study is expected to provide valuable insights for digital marketers particularly those involved in the digital marketing and promotion of higher education exports.