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4.1 Current Situation of Students Using Online Courses in University 15
4.1.1 Functions of the Online Courses judged by users 16
4.2 Effectiveness of Marketing Activities Conducted by Online School 16
4.3 The Factors That Motivate Student to Choose Online Courses 17
4.3.1 Satisfaction and Cognition of Online Students 19
4.3.2 Price of the Online Courses 19
4.3.3 Flexibility of Online Courses 20
4.3.4 Attractive Courses and Teachers 20
4.4 Factors That Influence Students’ Rebuying Choice on Online Courses 20
4.4.1 Satisfaction and Cognition of the Online Courses 21
4.4.2 Price and Preferential Treatment 22
4.4.3 Good Courses and Teachers Leading the Trust From Customer 22
4.4.4 Forms of Online Courses 23
Chapter Five Conclusion 24
5.1 Suggestion for Online School 24
5.1.1 Satisfaction and Cognition of Students 24
5.1.2 Good Quality and Famous Teacher 25
5.1.3Price Strategy 25
5.2 Limitation of the Research 25
References 27
Appendix 29
Lists of Figures and Tables
Fig. 2-4 Factors Influencing Customer Loyalty 11
Fig.4-1 Distribution of Online Shoppers Among College Students 15
Fig. 4-1Current Situation of Online Courses Used Among College Students 16
Fig.4-1-1 Function of the Online Courses judged by users 16
Fig.4-2 the Effectiveness of Different Advertising Strategies Judged by Users 17
Table4-3 Percent of Different Components Students Consider during choice on online courses 18
Table 4-3 Percent of Components of Customer’s Choice Between Two Courses 18
Table4-4 Percent of Components of Customer Considering Rebuying courses 20
Table4-4 Percent of Components of User’s Behaviors After Good Evaluation 21
Chapter One Introduction
1.1 Purpose of the Research
Loyalty programs are one of the most popular marketing strategies developed by firms in different industries. ( Furinto ,Pawitra & Balqiah, 2009:307 ) Nowadays, online courses become more and more popular. Online schools begin to adopt a different marketing strategy on the internet. With customers facing so many choices, the process to maintain loyal customer online is not as easy as the traditional market. To tell the truth, the online courses bring a new method for study and their convenience and flexibility is attractive. On the one hand, customers care more about the achievement when they use online courses and the mark is the most obvious results. On the other hand, customers also consider some external factors of the online school like the teachers, course quality etc. There are many famous online courses like koolearn, MOOC, hjclass, 51talk etc. With the little research of the online courses marketing strategies, these online schools need to pay attention to what factors influence the customers’ behaviors and how to maintain their loyalty during their consumption. More college students choose to use online courses, so it’s necessary to do the research among university students. This research is designed to provide these online school some suggestions to maintain their online students’ loyalty.
1.2 Current Status of the Research
Researches on marketing strategies of online courses are limited, let alone the customer loyalty. Most of the studies focus on the development of online courses and the factors influencing customer loyalty. The development of online courses is a long term process and it need to pass though many comprehensive process. There are many online courses today, but they still need some creative approaches to establish a good online courses environment.(Okur & Gümü, 2010:4712) For many online schools, they need more good suggestions. Actually, attracting more customers is not the only way can benefit the company, but maintaining customers is also an important way to get more profits.