How to build an e-learning product: Factors for studentcustomer satisfaction Harvard Case Solution & Analysis

The increasing use of web-based technology has changed the way of doing business, including in education. In the last decade, the development of e-learning (E-Learning) system was crucial to meet the demand of students. In this study, we adopt the point of view of relationship marketing and use of Kano model to offer a way to build a non-academic e-learning, which can achieve student satisfaction. We measure the relevance of e-learning requirements in terms of university students to determine their expectations of e-learning courses and obtaining relevant characteristics that can help plan the e-learning product that can achieve a high level of customer satisfaction. Our study is based on a survey of 239 students of the Faculty of Economics at the University of Palermo. Through surveys, we measure user satisfaction of e-learning courses and classify expectations as attributes in the category of Kano model. We create indexes to identify the key elements that can increase or decrease the perceived customer satisfaction with e-learning courses. This study is of some importance for the scientists who are working on the development of new products in the area of ​​customer satisfaction. Stressing the relationship between the classification of the expectations and level of satisfaction, we find the practical implications for education and / or other companies interested in the development and sale of e-learning, based on the needs of students using a client-centered approach. "Hide
by Gandolfo Dominici, Federica Palumbo Source: Business Horizons 10 pages. Publication Date: January 15, 2013. Prod. #: BH510-PDF-ENG

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