THE STUDENT LOYALTY AS A PART OF HIGHER EDUCATION ORGANIZATION'S INTELLECTUAL CAPITAL

Customer relationship management of each organization is important both from a strategic marketing perspective: to attract new customers, encourage customer loyalty and provide a stable future income, as well as customer management plays an important role in the organization's intellectual capital management, which is one of the most essential issues of the contemporary management. [1; 2] Higher education organization is a typical example of the intellectual organization. Since one of the goals of these organizations is in fact knowledge creation and dissemination and intellectual capital approaches have become very important for these organizations. Their investments in these organizations should mainly be invested in human capital and research. The inputs of these organizations and resources and the outputs are intangibles. [3] Intellectual capital management plays an important role in customer equity management, where one of the purposes is to improve customer relationship management or customer loyalty. Customer loyalty is one of the most difficult measurable indicators. So far, the higher education organizations, creating intellectual capital assessment indicators, very little attention have paid to the depth of customer relations and customer relationship quality measurement. However, it should be noted that one of the latest intellectual organizations and institutions including the HEI management concepts are based on the fact that the service quality of the results are very closely related to the provision of client processes [4]. The paper aims to analyze the intellectual capital at higher education organization and emphasizes the role of student loyalty in it. The approach taken is theoretical and based on the combination of three different areas: intellectual capital management, customer relationship management, higher education institution management. The contribution of this paper is an overview of the empirical research previously conducted. Author points out possible future lines of research in this area.