Students' perspective of online learning

When a student commences a course of study that includes an online component the initial feedback academics receive can reflect their fear of the online concept, their bias against the use of technology, as well as difficulties they may have encountered with using the supporting technologies rather than with online learning per se. In second semester 2002, an evaluation of an online unit in the B. Computing was conducted at the end of the semester to gain a better understanding of students’ perceptions of online learning as well as the effectiveness of the technologies that support these activities. We report some preliminary results from the evaluation. Initial indications are that poor first impressions are reflected in students’ perceptions of the overall online learning experience. We highlight some areas, normally considered outside the immediate domain of eLearning, that must be attended to in order to minimise the potential negative impact on students, maximise the benefits of learning online and improve the learning experience for students.

A model and framework for online security benchmarking

The variety of threats and vulnerabilities within the online business environment are dynamic and thus constantly changing in how they impinge upon online functionality, compromise organizational or customer information, contravene security implementations and thereby undermine online customer confidence. To nullify such threats, online security management must become proactive, by reviewing and continuously improving online security to strengthen the enterpriseis online security measures and policies, as modelled. The benchmarking process utilises a proposed benchmarking framework to guide both the development and application of security benchmarks created in the first instance, from recognized information technology (IT) and information security standards (ISS) and then their application to the online security measures and policies utilized within online business. Furthermore, the benchmarking framework incorporates a continuous improvement review process to address the relevance of benchmark development over time and the changes in threat focus.

Staff exercising 'choice': students exercising 'choice': wholly online learning at an Australian university

The paper examines the implementation of institutional policy relating to mandating wholly online study at the undergraduate level in an Australian higher education institution. The realities of the ‘choice’ provided to teaching staff in designing such units, and students in studying in this mode, are considered. Staff members’ design experiences are reported, and data collected through the surveying of students’ experiences in learning wholly online are analysed. The value students attributed to various aspects of the wholly online learning experience is outlined. Observations are made more generally about the uniqueness of wholly online teaching and learning environments in mandated contexts, and where policy and practice developments may evolve in the future.

Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

This paper examines the relative influence of two key antecedents of brand loyalty—satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143–152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands.

Online retail loyalty strategies

This paper investigates how e-tailers design and implement their loyalty marketing strategies. The majority of the research was carried out via interviews with directors or senior managers from multi-channel and pure-play online retailers from across the world, and supported by secondary research. The main finding is that the loyalty marketing strategy employed is dependent upon the fundamental structure of the retailer-customer relationship. Other findings indicate that the importance of new customer acquisition and customer retention (loyalty) online depends on how long the retailer has been operating online; customer loyalty is created by implementing actions throughout the firm, rather than just relying on isolated marketing actions; communications with the customer should be at a frequency relative to customer purchasing frequency; and successful e-tailing practices consists of continually measuring and modelling customer sales, satisfaction and value, both in terms of absolute figures and trends.

Students' perceptions on using iPods in accounting education : a mobile-learning experience

Purpose – The purpose of this study is to assess the benefits derived from the application of mobile devices as part of the students’ online learning experience and the extent to which the perceived benefits are linked to student learning styles.

Design/methodology/approach – A small group of students enrolled in an exclusively online graduate accounting program were issued with iPods as part of their learning materials. Two data collection instruments were issued: a questionnaire to elicit students’ opinions on the usefulness of the iPod as a tool for learning; and a questionnaire to establish their learning styles (using a VARK© questionnaire).

Findings – The findings indicate that the primary advantage of iPods lies in its portability, which, in turn, facilitated efficient and effective use of time and study planning. The portability attached to iPods allowed students to take advantage of what otherwise have been down-time, such as commuting. Students with a preference for visual learning rated the iPod as being important to their learning.

Research limitations/implications – The generalizability of the findings is limited due to the low sample size (23) that constrains the robustness of the results.

Originality/value – The exploratory nature of this study provides preliminary evidence on the perceived usefulness of handheld devices as a learning tool.

Crowdsourcing customer needs for product design using text analytics

In product design and engineering, identifying customer needs is the foundation for designing and producing a successful product. Traditionally, a range of techniques have been employed to elicit customer needs. A relatively new technique for identifying customer needs is ‘crowdsourcing’. An emerging area of research is the crowdsourcing of customer needs from online product review sites. This paper proposes a simple process for crowdsourcing customer needs for product design using text analytics. The analysis/visualization method is presented in detail. The text content of online customer reviews for a popular product is collected and processed using text analytics software. A published case study identifying expressed customer needs for the same generic product, collected via conventional means, is used to successfully validate the findings from the text analytics method.

How intimate are Australian e-business retail supply chains?

The adoption of electronic commerce strategies is becoming an important means of assisting industries, and indeed whole economies, to gain significant net benefits. The extent to which e-commerce-based strategies, such as quick response and efficient consumer response, might have an effect on local economies depends in part on how readily they are being adopted. The dominant form of adoption of these strategies is to be found in the business-to-business forms of e-commerce. To be successful, business partners must be in a position to develop customer intimacy through sharing of information, to improve their stock replenishment practices, and enhance their levels of online customer support. This paper presents the initial results of a national survey completed in the retail sector of the Australian economy, that assesses how well Australian industry is responding to these e-commerce challenges.

The dimensions of self-service technologies and the relation to 'self'

This paper assesses the “behavioural” notion of “self” across the various dimensions of self-service technologies (SSTs). In the context of SSTs, it is acknowledged that the customer role is extended to include that of “service employee”. Therefore, the authors propose the need to explore this new role, from the customer’s perspective, across a diverse range of SSTs. This proposition is supported in that prior research has looked generally across a broad range of SSTs, as opposed to drawing comparisons across the different types of SSTs. In bringing together two classification schemes of SSTs, which does not appear to have been done previously, the authors draw on past research and industry examples to explore the customer experience across different categories of SSTs. It is proposed that the dimensions of SSTs, including level of customer participation as influenced by the purpose of the SST, location of the SST, and type of technology employed, will uniquely influence the notion of “self”, and thus the customer’s SST experience. These propositions have implications for both future research and practice. Future research is needed to study empirically the characteristics of specific SSTs, and compare the many different types of SSTs, and how their unique characteristics influence the customer’s production/consumption experience. When marketers gain a better understanding of the dimensions of individual SSTs, and their influence on the customer, more effective management and use of SSTs will result.

Benchmarking e-business security : a model and framework

The dynamic nature of threats and vulnerabilities within the E-business environment can impede online functionality, compromise organisational or customer information, contravene security implementations and thereby undermine online customer confidence. To negate these problems, E-business security has to become proactive, by reviewing and continuously improving security to strengthen E-business security measures and policies. This can be achieved through benchmarking the security measures and policies utilised within the Ebusiness, against recognised information technology (IT) and information security (IS) security standards.

E-business security benchmarking : a model and framework

The dynamic nature of threats and vulnerabilities within the e-business environment can impede online functionality, compromise organisational or customer information, contravene security implementations and thereby undermine online customer confidence. To negate these problems, e-business security has to become proactive, by reviewing and continuously improving security to strengthen e-business security measures and policies. This can be accomplished through benchmarking the security measures and policies utilised within the e-business, against recognised Information Technology (IT) and Information Security (IS) security standards.

Facilitating online privacy on eCommerce websites: an Australian experience

As traditional organizations using their websites for eCommerce transactions are increasing at an exponential rate, privacy concerns of users are also on the rise. To gain an insight into these concerns, existing policies and legislation, we conducted the research reported in this paper, in 2003. To augment the literature synthesis, a multiple case study analysis was conducted, based on six large organisations in Australia. Our research findings suggested that in the Australian context, an online privacy policy (OPP) on the website which complies with the Privacy Act, supported by few best practices are reasonably able to address online privacy concerns. However, these findings are restricted in time frame, indicative and relevant in the Australian context. Nevertheless, we hope to stimulate academic research enquiry and discussion forums through this research.

Online teaching - the experience of a 'new' academic

A 'new' academic will share her fIrst experience of online teaching in a university environment. As an experienced user of computer technology this academic who is new to teaching in a university environment shared the experience of being 'new' to online teaching and learning with Masters level students. This paper explores the issues associated with online learning from the perspective of the 'teacher' as weIl as that of the 'learners'. The learners in this study participated in project-based learning experiences in an online unit taught by staff in the Faculty of Education. It will consider the issues that arose during the semester including the use of a new technology (new to the university) as well as the experience of participation in project-based learning in an online learning environment. The manner in which students dealt with the issues associated with this learning experience in an online environment will be presented.

Service guarantees and customer satisfaction: an empirical study of guarantee type and service experience

Scenario analysis was used to examine empirically the relationships between guarantee type and service experience, and consumer satisfaction, for the service of an Internet Service Provider (ISP). The scenarios involved hypothetical situations in which several factors were varied: the existence of a problem; the invocation of a guarantee, the identity of the invoker; and the manner of resolution of any problem. Alternative service guarantees were associated with each hypothetical experience: a specific guarantee, and an unconditional guarantee. Overall, consumer satisfaction related to the nature of the service experience much more strongly than it did to the difference in guarantee type.