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Australian tertiary institutions are increasingly incorporating technologies, such as social media and Web 2.0 tools into teaching in response to changing student needs…
Australian tertiary institutions are increasingly incorporating technologies, such as social media and Web 2.0 tools into teaching in response to changing student needs. The purpose of this paper is to revisit a fundamental question, frequently asked in marketing, “what do our ‘customers’ [students] think now?” This will help determine the effectiveness of application of these technologies in courses and teaching programs in a changing competitive educational environment.
Using a mixed method approach, data were collected through 31 qualitative interviews and a survey of 231 university marketing students. Quantitative techniques included summary statistics, factor analysis and t-test.
Results indicate while students’ perceived flexibility and better learning outcomes as positive aspects of e-learning, they have concerns about flexibility for self-paced learning, self-motivational issues, lack of human interaction and fostering teamwork.
The study is limited to one Australian university operating in domestic and international markets. However, the study needs to be replicated for better generalizability across the sector.
The findings question the effectiveness of e-learning as an alternative approach to face-to-face learning pedagogy. However, regular review of current e-learning tools is needed to help match student and tertiary institution expectations.
This study re-investigates students’ perception in relation to the benefits that e-learning is expected to yield. It is one of the few studies questioning whether these promised benefits are valued by the tertiary student fraternity.
Technological advances and new business models have contributed to the usage of self-service technology (SST) by firms. As SST continues to create organizational…
Technological advances and new business models have contributed to the usage of self-service technology (SST) by firms. As SST continues to create organizational efficiencies, firms have jumped on the bandwagon without considering their own readiness to use SST. To date, there has been no systematic attempt to develop a valid scale of firm SST readiness and assess its influence on firm performance. The purpose of this paper is to present and validate a multidimensional firm SST readiness scale.
A series of studies was conducted for the development and validation of the firm SST readiness scale. Study 1 included generating items from semi-structured interviews with managers and an extensive literature review. Study 2 comprised item reduction and identifying the dimensionality of the scale through exploratory factor analysis (n=177 participants from service organizations). The reliability and validity of the scale were tested in Study 3 by performing confirmatory factor analysis using data obtained from managers of service organizations in the USA (n=257). Study 4 measured the predictive validity of the firm SST readiness instrument using several structural models.
This paper proposes a new multidimensional construct labelled “firm SST readiness”, consisting of four dimensions: managerial acquiescence, customer alignment, employee engagement, and channel integration. The predictive validity of the new scale on two key firm outcome variables: customer value and firm performance is also demonstrated.
This is the first study to provide a comprehensive, psychometrically sound, and operationally valid measure of firm SST readiness.
Marketing managers in financial institutions should be aware that customers are likely to embody electronic banking provided that such technology contributes to existing…
Marketing managers in financial institutions should be aware that customers are likely to embody electronic banking provided that such technology contributes to existing relationships. Based on a survey of bank corporate clients in Singapore, the impact of satisfaction, trust and the use of electronic banking on commitment towards current banks was investigated. It was found that trust was the key factor influencing the adoption of electronic banking. Perceived customer satisfaction with the bank only impacted indirectly on the adoption of electronic banking. The cumulative effects of customer satisfaction were found to have a positive impact on trust directed towards the bank, and this greatly impacted on the propensity to use electronic banking. Customer satisfaction, trust, and the use of electronic banking were found to have a positive impact on the corporate clients’ commitment towards their bank.