Understanding e-learning service quality of a commercial bank by using Kano's model

To identify user requirements regarding e-learning services, this study applied Kano's model to sort the e-learning service quality elements into various quality categories and calculate customer satisfaction index including the Better/Worse values, and also considered the importance weighting of each quality element for identifying the key elements for maximising learner satisfaction and minimising learner dissatisfaction based on investigation of a sample of 126 employees in a commercial bank. The analytical results of this study indicate that good user interface design is the basic requirement of e-learning system service and that useful content can attract users to use e-learning services. Moreover, users in different departments of the bank have different quality features for e-learning services. These findings enable improved interpretation of e-learner satisfaction, help firms better understand user requirements and provide effective guidelines for enhancing e-learning service quality.