The System Architecture of Intelligent Student Relationship Management Based on Cognitive Technology with Conversational Agent for Enhancing Student’s Loyalty in Higher Education

This paper presents the conceptual framework, value chain model and the system architecture of intelligent student relationship management based on cognitive technology with conversational agent for enhancing student’s loyalty in higher education. The purposes were to synthesize the conceptual framework and apply it to develop the value chain model and the system architecture of intelligent student relationship management based on cognitive technology with conversational agent for enhancing student’s loyalty in higher education and assess the developed value chain model and system architecture. The questionnaire was employed as the instrument to assess and certify the value chain model and the system architecture by the experts. The 5 point-Likert scale was used to identify the level of agreement of the value chain model and system architecture certification assessment. The instrument was verified by five experts using content validity index (CVI). After that, the value chain model and the system architecture were verified based on the consensus assessments of seventeen experts using mean, standard deviation (S.D.), median, interquartile range and quartile deviation. The results revealed that the experts had a consensus on the value chain model developed based on the conceptual framework (Mean = 4.89, S.D. = 0.27, Median = 5, Interquartile Range: I.R. = 0.00, Quartile Deviation: Q.D. = 0.00). They also had a consensus to approve the system architecture developed based on the value chain model (Mean = 4.70, S.D. = 0.55, Median = 5, Interquartile Range: I.R. = 1.00, Quartile Deviation: Q.D. = 0.50).