Marketing Communications and Customer Satisfaction~Education Industry. The Case of University of Buea

      Аннотация: The creation of university websites and the use of the internet as new marketing communications tools between Universities and Students are rapidly gaining popularity in the higher educational sector in Cameroon. This study on the digitization of communications between the University and its students has as main objective to examine the admissions worries that the creation of the university website has solved; with subsidiary motives being students’ satisfaction with the online registration; and the role played by radio slots in harnessing goodwill. An analogue CSSQ tool was used to gather data which were presented on frequency tables, and the analysis done using simple descriptive statistical tools. In our findings, we observed that the creation of the university website has satisfied admissions worries faced by students at the University of Buea; the online registration has made the registration process more satisfactory; and radio slots contribute in building the goodwill of a higher educational institution. We recommend the website/internet to be used as the prime communications medium between students and the university, with frequent updating of the website.

Ключевые слова: Customer satisfaction, Marketing Communications, marketing