Effective tools for marketing education based on adopted customer service models

The purpose of the paper is to confirm the existence of a customer service model within the provision of on-line marketing of education. Previous studies relating to customer service models were adapted to determine the efficacy of the constructs in the education context. The data set comprised 328 responses from a questionnaire survey of undergraduate students enrolled in marketing subjects. The major finding is that five factors were found relating to the use of WebCT as an on-line education tool. These factors in order of weightings are ease of use, level of enjoyment and positive self-image, time saving elements, usefulness and its helpfulness as an administration tool. The study clearly signposts areas of development of WebCT as a learning tool for future use in marketing education.