Critical Factors in Promoting Customer Acceptance of and Loyalty to Online Business Management Degree Programs

African Journal of Business Management, Vol. 5, No. 1, pp. 203-211, 2011

9 Pages Posted: 15 Nov 2015 Last revised: 22 Dec 2017

See all articles by Young-Ei Kim

Young-Ei Kim

Seoul Digital University - Department of Business Administration

Jung Wan Lee

Boston University - Department of Administrative Sciences

Date Written: January 13, 2011

Abstract

This paper investigates the critical factors that promote the customer acceptance of online business management degree programs in online education markets. The model examines the impact of reputation, price, teaching quality, student service quality, and ethical practices on the customer acceptance of online degree programs and customer loyalty to online degree programs. Five hundred and seventy-five samples, which were collected from participants in a web-based survey in Korea, were analyzed using multiple regression analysis techniques.

The findings of the study suggested that the reputation of online programs, the price of online degree programs, the teaching quality of online instruction, and the student service quality of online institutions are significantly related to the customer acceptance of online degree programs, while the ethical practices of online institutions are not significantly related to the customer acceptance of online degree programs. In addition, the empirical findings show that the reputation of online degree programs plays the most important role in establishing and promoting customer acceptance in the markets. Based on the findings of the study, we discuss possible strategies for marketing success in online education markets.

Keywords: online education, customer acceptance, customer loyalty, teaching quality, service quality, corporate image, marketing strategy

Suggested Citation

Kim, Young-Ei and Lee, Jung Wan, Critical Factors in Promoting Customer Acceptance of and Loyalty to Online Business Management Degree Programs (January 13, 2011). African Journal of Business Management, Vol. 5, No. 1, pp. 203-211, 2011. Available at SSRN: https://ssrn.com/abstract=2690482

Young-Ei Kim

Seoul Digital University - Department of Business Administration ( email )

Seoul, 04157
Korea, Republic of (South Korea)

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

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