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Title

Effective tools for marketing education based on adopted customer service models

Author(s)

Madden-Hallett, Helen;  Ho, Henry Wai Leong

Abstract

The purpose of the paper is to confirm the existence of a customer service model within the provision of on-line marketing of education. Previous studies relating to customer service models were adapted to determine the efficacy of the constructs in the education context. The data set comprised 328 responses from a questionnaire survey of undergraduate students enrolled in marketing subjects. The major finding is that five factors were found relating to the use of WebCT as an on-line education tool. These factors in order of weightings are ease of use, level of enjoyment and positive self-image, time saving elements, usefulness and its helpfulness as an administration tool. The study clearly signposts areas of development of WebCT as a learning tool for future use in marketing education.

Publication type

Journal article

Research centre

Swinburne University of Technology. Faculty of Higher Education, Lilydale

Source

International Journal of Instructional Technology and Distance Learning, Vol. 5, no. 9 (Sep 2008)

Publication year

2008

Keyword(s)

Colleges;  Education as a service;  Flexible delivery modes;  Higher education;  Learning management systems;  Learning preferences;  Marketing education;  Marketing studies;  New technologies;  Tertiary education institutions;  Undergraduate studies;  Universities;  WebCT TM

Publisher

International Journal of Instructional Technology and Distance Learning

ISSN

1550-6908

Publisher URL

http://itdl.org/Journal/Sep_08/article02.htm

Copyright

Copyright © 2008 Helen Madden-Hallett and Henry Wai Leong Ho. This article is distributed under the terms of the Creative Commons Attribution License http://creativecommons.org/licenses/by/2.0), which permits copy or dissemination for education or non-profit purposes so long as author and title of the article are included with title, volume, number and URL for the Journal.

Full text

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