Student Engagement Strategies in Customer Relationship Management (CRM) and Their Impact on Customer Loyalty at MTsN 1 Kediri

Abstract

This study explores how active student engagement within the framework of Customer Relationship Management (CRM) contributes to their loyalty toward educational institutions, with a particular focus on MTsN 1 Kediri. The background of this research stems from the growing importance for modern educational institutions to establish long-term relationships with students and parents—not merely as service recipients, but as strategic partners. The study employs a descriptive qualitative approach, utilizing data collection techniques such as observation, in-depth interviews, and document analysis. Data validity is reinforced through source and method triangulation. The findings reveal that student involvement in the learning process, organizational activities, and interpersonal relationships plays a significant role in shaping their satisfaction and loyalty to the school. Strategies implemented include participatory learning methods, empathetic two-way communication between teachers and students, and the strengthening of collective identity through extracurricular and religious activities. Teachers serve as central figures, functioning both as facilitators of engagement and as CRM agents who foster sustained emotional and academic connections. Student loyalty is reflected in the low transfer rate and the increasing number of new student enrollments each year. This study affirms that well-managed student engagement within a CRM framework can serve as a solid foundation for the sustainability of Islamic educational institutions amid a dynamic and competitive landscape.