EVALUATING e-SATISFACTION AND e-LOYALTY BASED ON WEB LEARNING EXPERIENCE Cover Image

EVALUATING e-SATISFACTION AND e-LOYALTY BASED ON WEB LEARNING EXPERIENCE
EVALUATING e-SATISFACTION AND e-LOYALTY BASED ON WEB LEARNING EXPERIENCE

Author(s): Bogdan ONETE, Viorel Vasile, Ioana Teodorescu
Subject(s): Education
Published by: ”Carol I” National Defence University Publishing House
Keywords: e-Learning; CRM; e-Satisfaction; e-Loyalty

Summary/Abstract: e-Learning initiatives have materialized by expansion of nontraditional learners. The requirements of flexible schedule, geographic location, access to online resources and use of new techniques and technologies have increased the number of learners that are seeking e-Learning experiences. The main purpose of this paper is to identify and to analyze satisfaction and loyalty of employees that have completed an e-Learning course and how e-Learning programs contribute to improve CRM activities (customer relationship management) of the companies. Our study will be focused on Kano's model (1984) to evaluate how e-Learning influences the CRM process. As CRM is based on strategies and technologies which main goal is to improve business relationships with customers, definitely e-Learning programs for employees have impact on CRM activities. e-Learning encourages participants to improve their skills, offering them a comprehensive learning. This method of learning determines employees to practice and apply what they learn in daily tasks and make better interactions with customers. Kano analysis was designed to better understand customer needs that contribute to satisfaction and loyalty. The model consists of 5 unique types of requirements: performance (originally called one-dimensional), basic (originally called must-be's), excitement (originally called attractive or delighters), indifferent and reverse. The research will be based on a questionnaire inspired from Kano's survey created to represent a requirement by using two strategic questions, a functional and dysfunctional representation of the requirements. As e-learners want more flexibility and affordability, it is important to investigate their online needs and level of e-Satisfaction and e-Loyalty.

  • Issue Year: 2015
  • Issue No: 03
  • Page Range: 72-79
  • Page Count: 8