Educational Relationship Management

This study examines the influence of the 4Cs educational relationship management (communication, cost, convenience, customer or student centre) on the decision to be an online degree student. The research was analysed using a quantitative method from 211 online degree students through a convenience sampling (online questionnaire survey) from universities that provided online degrees. The statistical analysis employed the multiple regression analysis (MRA) to test the hypotheses. The results indicate that communication has the highest impact on the decision to be an online degree student, followed by cost, convenience and customer (student) centre, respectively. The programme directors and educational leaders should pay attention to educational relationship management (4Cs) because it influences people to decide to be online degree students.