Author(s)

Jing Wang

Corresponding Author

Jing Wang

Abstract

With the rising number of COVID-19 infections, colleges and universities have been forces to move class to an online format. Online teaching and learning becomes mainstream as the new normal. Customers purchase online courses to meet their expectations in terms of satisfaction of the experience. The practice of experiential marketing increases brand recognition by providing a memorable experience. The objective of the research is to study the concept of customer experience and satisfaction. Moreover, this research take the Chinese University MOOC platform as example to examine the outcome of online learning experience and customers’ satisfaction. The data for the research are gathered through WeChat and mail questionnaires which are distributed to target participants. The survey was conducted in China with the sample size at 303. The result revealed that the customers are very satisfied with the sensory, affective, think, act, and relate experience of the Chinese MOOC platform. However, improvement on sensory experience of online course video playing and affective experience of recommended courses should be done in order to increase the level of customer satisfaction. It is recommend that online education platform should determine their courses and services with the high quality that attracts the customers.

Keywords

Customer online experience; Customer satisfaction; online education platform; the Chinese University MOOC