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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Igor Stepanov
Customer Experience Measurement in Online Education
Marketing
(Master’s programme)
2018
As online education is becoming a common channel to gain knowledge, universities need to measure and manage the experience provided to their students. In general, customer experience management is underresearched, especially experience measurement. Specifically, online education is an emerging research field, and studies of this concept are scarce. The purpose of this research is to study the relation between the elements of customer experience in online education. Experience is measured through perception metrics (satisfaction) and outcome metrics (loyalty).

The research consists of several main stages:

1) To study the customer experience concept.

2) Analysis of the specificity of online education and the measurement methods applied to it.

3) Sourcing of customer experience attributes in online education through existing literature.

4) To conduct a semi-structured interview with experts in online education in order to test the attribute list and to discuss loyalty in online education.

5) To conduct a survey to measure the experience through satisfaction and loyalty.

6) To analyze the correlation between satisfaction and loyalty, and to study the contribution of experience attributes and factors in loyalty.

The analysis indicated that satisfaction and loyalty have a positive correlation. The biggest contributor into loyalty are the attributes, which describe course content, the learning process and the student’s value.

The novelty of this study lies both in academic and practical aspects. The research gathers existing knowledge on customer experience in online educations and tailors a business-driven experience measurement model to it. This model allows to understand what the key elements of experience in online education are. Future studies can continue this research by applying descriptive metrics to understand the students’ purchasing behavior.

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