Marketing Education/ The Dynamic Business School
Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student satisfaction and student loyalty with online learning systems, become crucial concerns for educational institutions (Tham and Werner, 2005). The purpose of this descriptive research is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations .
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Dehghan, Ali and Duggar, John, "Using SmartPls in Online Loyalty Assessment" (2013). Association of Marketing Theory and Practice Proceedings 2013. 35.