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Erschienen in:
2015 | OriginalPaper | Buchkapitel
MBA Students as customers: The Kano Method and Collegiate Website Excitement Factors
verfasst von : Matt Elbeck, Brian A. Vander Schee
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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A growing body of research considers the higher education experience heavily connected with developing product satisfaction and brand loyalty (McCollough & Gremler, 1999; Vander Schee, 2010; Voon, 2007). This is particularly the case with MBA students and website design who use the Internet interface to connect with the program (Heslop & Nadeau, 2010; Johnson, Thomas & Peck, 2010). The e-service component can either meet student needs (Oyvind, 2008) or lose the opportunity to further engage. This study adds to the body of knowledge by providing website design guidelines for a collegiate website presence.