The Antecedents Of E-Learning Customer Satisfaction And Its Impact On Customer Loyalty Via The Mediating Role Of Customer Retention – Case Study Of Ooolab
Abstract
The Industry 4.0 embodies a boundless transformation in industries, technology as well as societal patterns in the 21st century on account of the growing interconnectivity and artificial intelligence that has generated new prospects for the education industry. E-learning plays an important role in improving the attribute of teaching and learning. The industrialization of e-learning, especially online English language training (ELT), has become more and more prevalent and has a potential to be a lucrative sector in Vietnamese economy in the near future. This study will be dimensionally conducted to significantly ascertain the antecedents of e-learning customer satisfaction and consequentially investigate into their impact on e-learning customer loyalty through the mediating role of e-learning customer retention with a particular case study of an edtech startup company in Vietnam, OOOLab with threeyear experience of operating with B2B model. Accordingly, this study implies the quantitative research methodology with the self-administrated questionnaires. With
the convenience and purposive sampling techniques, a statistical sample consists of 304 observations identified as the customers who have been used to experience the elearning services provided by OOOLab at the ELT institutions. In order to analyze the multivariate data, the technique of structural equation modeling (SEM) is used to test the hypothesized causal relationships between the exogenous and endogenous model constructs. The results reveal that the antecedents of e-learning customer satisfactions are identified as infrastructure and system quality, information and course quality, and
administrative and support service quality. And, there is a statistically significant evidence proving the mediating role of e-learning customer retention towards the relationship between e-learning customer satisfaction and e-learning customer loyalty. The findings of this study have both of theoretical contributions and managerial implications.