Determinantes de la experiencia de cliente en e-serviciosel caso de las universidades virtuales

  1. Izquierdo Yusta, Alicia
  2. Jiménez Zarco, Ana Isabel
  3. González González, Inés
  4. Martínez Ruiz, María Pilar
Revista:
Revista Tecnología, Ciencia y Educación

ISSN: 2444-250X,  2444-2887

Año de publicación: 2018

Número: 9

Páginas: 11-33

Tipo: Artículo

DOI: 10.51302/TCE.2018.172 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Revista Tecnología, Ciencia y Educación

Resumen

The proliferation of online universities has open many questions arise regarding the competi- tiveness and long-term permanence of this kind of institutions. From this perspective, one of the aspects that can contribute to increase their long-term competitiveness is the clients ́ expe- rience, in this case, the students. According the last ideas, this study analyses the key drivers of consumer experience in e-servi- ces. Particularly our goal is define and quantify the influence that website quality and university brand assess have on consumers experience, when he/she is a student of a virtual universi- ty. Using the PLS-SEM (partial least squares- structural equation modeling) has enabled us to demonstrate how the university brand is the most influential factor in the student’s expe- rience. On the other hand, it is observed how the influence exerted by the web environment is lower where the service is offered. Of the three dimensions identified, the quality of the system is the one that exerts a greater influen- ce, followed by the quality of the relationship, which is moderated by the role played by university staff.

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