Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

The Antecedents of Student Satisfaction with Online Courses: Implications for Program Design and Marketing

Author(s): Irfan Ahmed, Sanjay S. Mehta, Gopala Ganesh and Vivekshankar Natarajan

Similar to other disruptions to traditional business models, the online education model has been gaining ground as a supplement to and in some cases, a replacement of, the traditional face-to-face learning modality. Previous research has identified that online education is particularly attractive to certain demographics that have historically been underserved in education. This study identifies and seeks to ascertain whether and to what extent recipients of online education are satisfied with their online courses, and if there are differences in satisfaction with online courses between various groups of students. Differences in satisfaction with online courses were found between various segments, with historically underserved student groups expressing greater satisfaction with online courses as compared to other students.
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