Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


Customer experience management in the higher education context: Why focusing on the relationship level is important for student retention and customer loyalty
(A2022-107413)

Published: May 24, 2022

AUTHORS

Svetlana De Vos, Australian Institute of Business; Bora Qesja, Australian Institute of Business

ABSTRACT

Online education is expanding and while it presents numerous advantages for students, the dropout rates in the online setting are higher than traditional education particularly for adult learners, leading to a need to understand challenges faced by adult learners in this context. Amongst identified challenges, the lack of connection between learners and providers and feeling of isolation are highlighted, leading to the question of what influences these relationship bonds? This study examines how Customer Experience Management could be utilised to understand how online education challenges influence relationships and hence loyalty/retention. It explores, via 15 interviews, challenges faced by mature adult online students that have dropped out from an Australian online MBA. A CEM model is then applied to examine how the emerging issues contribute in influencing the relationship bonds between customer/brand. The approach is novel and plays a role in facilitating future retention efforts.