IDEAS home Printed from https://ideas.repec.org/a/url/upravl/v10y2019i6p42-53.html
   My bibliography  Save this article

Satisfaction with e-learning: Theoretical approaches and empirical measurements

Author

Listed:
  • Marina M. Dvoryashina

    (National Research University Higher School of Economics)

  • Elena V. Artemova

    (Ipsos Comcon)

Abstract

The emergence of e-learning transforms behavioural patterns of all participants in the education market. It is necessary to try alternative approaches and marketing tools to design effective online courses and ensure their integration to the educational process. The article analyses the opportunities and constraints on using the key marketing concept of customer satisfaction in terms of e-learning. In marketing, satisfaction is the central indicator of a company’s performance and success, since it serves as a prerequisite for expanding the customer base and building loyalty. The methodological framework embraces the theories of strategic marketing and consumer behaviour. The empirical part of the study includes the qualitative (identification of factors affecting satisfaction) and quantitative stages (method for assessing student satisfaction, including satisfaction indices and building a perceptual map). The methods applied by the authors encompass factor and cluster analysis. With the help of the Customer Satisfaction Index (CSI), we indicate that the current level of overall satisfaction with online courses provided by the National Open Education Platform is high (79 %). Based on perceptual maps, as well as factor and cluster analysis, the paper highlights a number of factors that are the most important for student satisfaction and categorizes them into groups. The most significant factor is the course design, and the least significant one is learning outcomes control, which includes the certificate value and the proctoring procedure. The method for assessing student satisfaction with e-learning is of use when designing online courses based on the in-depth understanding of the needs of online platforms’ users.

Suggested Citation

  • Marina M. Dvoryashina & Elena V. Artemova, 2019. "Satisfaction with e-learning: Theoretical approaches and empirical measurements," Upravlenets, Ural State University of Economics, vol. 10(6), pages 42-53, December.
  • Handle: RePEc:url:upravl:v:10:y:2019:i:6:p:42-53
    DOI: 10.29141/2218-5003-2019-10-6-4
    as

    Download full text from publisher

    File URL: http://upravlenets.usue.ru/images/82/4.pdf
    Download Restriction: no

    File URL: http://upravlenets.usue.ru/ru/-2019/596
    Download Restriction: no

    File URL: https://libkey.io/10.29141/2218-5003-2019-10-6-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Audhesh K. Paswan & Gopala Ganesh, 2009. "Higher Education Institutions: Satisfaction and Loyalty among International Students," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 65-84, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sue Ling Lai & Hiep-Hung Pham & Hong-Kong To Nguyen & The-Cuong Nguyen & Anh-Vinh Le, 2019. "Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    2. Chacha Magasi & Gordian S. Bwemelo, 2022. "Influence of undergraduate experience on alumni loyalty to their alma mater in the Tanzania’s higher education context," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(4), pages 333-341, June.
    3. Sudi Randa & Syafruddin Chan & T. Roli Ilhamsyah Putra, 2024. "Testing the Mediation Effect of Quality of College Life (QLC) on the Influence of Satisfaction of Educational and Administrative Services on Loyalty of Polytechnic Students," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(5), pages 1501-1512, May.
    4. Dina Maria Amaro & Alzira Maria Ascensão Marques & Helena Alves, 2019. "The impact of choice factors on international students’ loyalty mediated by satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 211-233, December.
    5. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    6. Hsin Chang & Don Jeng & Mohamad Hamid, 2013. "Conceptualising consumers’ word-of-mouth behaviour intention: evidence from a university education services in Malaysia," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 17-35, March.
    7. Yu, Qionglei & Foroudi, Pantea & Gupta, Suraksha, 2019. "Far apart yet close by: Social media and acculturation among international students in the UK," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 493-502.
    8. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    9. Azadeh Shafaei & Nordin Abd Razak, 2016. "International Postgraduate Students’ Cross-Cultural Adaptation in Malaysia: Antecedents and Outcomes," Research in Higher Education, Springer;Association for Institutional Research, vol. 57(6), pages 739-767, September.
    10. Casidy, Riza, 2014. "The role of perceived market orientation in the higher education sector," Australasian marketing journal, Elsevier, vol. 22(2), pages 155-163.

    More about this item

    Keywords

    customer satisfaction; satisfaction assessment; market orientation; e-learning; education services; massive open online courses (MOOC).;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:url:upravl:v:10:y:2019:i:6:p:42-53. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Victor Blaginin (email available below). General contact details of provider: https://edirc.repec.org/data/usueeru.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.