Satisfaction with e-learning: Theoretical approaches and empirical measurements

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 opportunitie...

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Autores principales:	Marina M. Dvoryashina, Elena V. Artemova
Formato:	article
Lenguaje:	RU
Publicado:	Ural State University of Economics 2019
Materias:	customer satisfaction satisfaction assessment market orientation e-learning education services massive open online courses (mooc) Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/629f19caabef45469a38e5afb76c0843
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id	oai:doaj.org-article:629f19caabef45469a38e5afb76c0843
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spelling	oai:doaj.org-article:629f19caabef45469a38e5afb76c08432021-12-02T08:35:19ZSatisfaction with e-learning: Theoretical approaches and empirical measurements10.29141/2218-5003-2019-10-6-42218-5003https://doaj.org/article/629f19caabef45469a38e5afb76c08432019-12-01T00:00:00Zhttp://upravlenets.usue.ru/images/82/4.pdfhttps://doaj.org/toc/2218-5003The 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.Marina M. DvoryashinaElena V. ArtemovaUral State University of Economicsarticlecustomer satisfactionsatisfaction assessmentmarket orientatione-learningeducation servicesmassive open online courses (mooc)BusinessHF5001-6182FinanceHG1-9999RUУправленец, Vol 10, Iss 6, Pp 42-53 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	customer satisfaction satisfaction assessment market orientation e-learning education services massive open online courses (mooc) Business HF5001-6182 Finance HG1-9999
spellingShingle	customer satisfaction satisfaction assessment market orientation e-learning education services massive open online courses (mooc) Business HF5001-6182 Finance HG1-9999 Marina M. Dvoryashina Elena V. Artemova Satisfaction with e-learning: Theoretical approaches and empirical measurements
description	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.
format	article
author	Marina M. Dvoryashina Elena V. Artemova
author_facet	Marina M. Dvoryashina Elena V. Artemova
author_sort	Marina M. Dvoryashina
title	Satisfaction with e-learning: Theoretical approaches and empirical measurements
title_short	Satisfaction with e-learning: Theoretical approaches and empirical measurements
title_full	Satisfaction with e-learning: Theoretical approaches and empirical measurements
title_fullStr	Satisfaction with e-learning: Theoretical approaches and empirical measurements
title_full_unstemmed	Satisfaction with e-learning: Theoretical approaches and empirical measurements
title_sort	satisfaction with e-learning: theoretical approaches and empirical measurements
publisher	Ural State University of Economics
publishDate	2019
url	https://doaj.org/article/629f19caabef45469a38e5afb76c0843
work_keys_str_mv	AT marinamdvoryashina satisfactionwithelearningtheoreticalapproachesandempiricalmeasurements AT elenavartemova satisfactionwithelearningtheoreticalapproachesandempiricalmeasurements
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Satisfaction with e-learning: Theoretical approaches and empirical measurements

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