The increasing utilization of internet technologies has transformed the way business is done, including in the area of education. In the past decade, the development of electronic learning (e-learning) systems became critical to match pupils' demand. In this study, we embrace a relationship marketing perspective and use the Kano Model to suggest a way to build a non-academic e-learning class that could reach student gratification. We quantify the relevance of e-learning conditions from university students' perspective to identify their expectations about e-learning courses and get applicable characteristics that could help to plan an e-learning product capable of achieving high customer satisfaction.
Our study is founded on the interviews of approximately 239 students from Faculty of Economics at the University of Palermo. All the way through surveys, we compute users' happiness of e-learning lessons and classify quality aspect expectancies into Kano Model classes. The indexes we create show key components that may increase or decrease customers' perceived satisfaction of e-learning lessons. Accentuating the correlation amid the organization of expectations and satisfaction degree, we discover practical consequences for educational institutions and/or alternative firms interested in developing and selling e-learning courses predicated on pupils' demands using a customer-oriented approach.
PUBLICATION DATE: January 15, 2013 PRODUCT #: BH510-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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