Research Repository

Effective Tools for Marketing Education Based on Adopted Customer Service Models

Madden-Hallett, Helen and Ho, Henry Wai Leong (2008) Effective Tools for Marketing Education Based on Adopted Customer Service Models. International Journal of Instructional Technology and Distance Learning, 5 (9). ISSN 1550-6908

Full text for this resource is not available from the Research Repository.

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.

Item Type: Article
Uncontrolled Keywords: ResPubID15321, WebCT, marketing education, education as a service
Subjects: SEO Classification > 970113 Expanding Knowledge in Education
FOR Classification > 1303 Specialist Studies in Education
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1399 Other Education
Related URLs:
Depositing User: VUIR
Date Deposited: 06 Sep 2011 02:46
Last Modified: 06 Sep 2011 02:46
URI: http://vuir.vu.edu.au/id/eprint/3802
ePrint Statistics: View download statistics for this item

Repository staff only

View Item View Item

Search Google Scholar