Kevin M. Elliott

Key Factors Influencing Student Satisfaction Related to Recruitment and Retention

ABSTRACT In order to attract and retain students, universities must identify and meet student expectations. This article examines which aspects of a students educational experience are more important in influencing student satisfaction. The findings show that “student centered-ness,” “campus climate,” and “instructional effectiveness,” have a strong impact on how satisfied a student is with his/her overall educational experience. The results also suggest that recruitment strategies may require emphasizing different aspects of a students educational experience than retentio strategies.

Key Determinants of Student Satisfaction

Student life is seemingly a web of interrelated activities and experiences. This article examines which aspects of a students educational experience are more important in influencing student satisfaction. The findings suggest that “student centeredness” and “instructional effectiveness” are key determinants of how satisfied a student is with his/her overall educational experience. Implications are included that should help universities enhance student satisfaction and student retention.

Diffusion of Technology Into the Teaching Process: Strategies to Encourage Faculty Members to Embrace the Laptop Environment

Abstract In this article, the authors present strategies to encourage business faculty members to adopt laptop technology and integrate it into their teaching processes. They also discuss what they learned from having integrated laptops into the classroom in the College of Business at Minnesota State University, Mankato. The integration strategies suggest that the adoption of laptop technology by business faculty follows a similar process to that of product adoption by consumers.

Technology Readiness Index (TRI): Assessing Cross-Cultural Validity

ABSTRACT Generalizability of measurement instruments across different cultures is becoming more important as marketers increasingly engage in cross-cultural research. It is essential to assess whether instruments used to measure relevant constructs in one culture can also be applied to other cultures before any cultural comparisons can be made. The findings of this study suggest that the Technology Readiness Index (Parasuraman 2000) is a cross-culturally valid measurement scale for both American and Chinese consumers. The same four technology-readiness dimensions exist for both consumer groups. This study also provides additional insights into the methodological foundation for cross-cultural studies.

Are consumers evaluating your products the way you think and hope they are

Examines the marketing problem of knowing what customers look for in a product. Claims that for some product groups, consumers may evaluate products and their characteristics differently from what is expected, and that consumers may distort or bias their evaluation of products in the marketplace. Reports on a study that suggests that consumers may distort their evaluations of products on the basis of beliefs about how certain product attributes should go together. Finally, offers implications and recommendations in terms of how marketers may address what is referred to as “systematic distortion” of products.

A Comparison of Student and Employer Expectations with Regard to Business Internships

Student and employer attitudes toward business internships are assessed and compared. Fifty-four items measure attitudes toward overall support and benefits, student learning outcomes, immediate student payoffs, academic requirements, and student-employer-faculty roles. Significant differences between student and employer views are found for thirty-two of the measures. The differences in expectations are regarded as dysfunctional and suggest recommendations for improving business internship programs.

Gender differences in online auctions

This is the first study examining gender differences in online auctions.Females are more likely to seek enjoyment, information, bargain, and variety.Females score higher on risk aversion, impulsiveness, and need for uniqueness.Males exhibit a higher level of social interaction in online auctions.Males and females purchase different products through online auctions. Gender theories developed from traditional fixed and negotiated price shopping have largely been untested in the context of online auctions. The present study intends to fill this gap. Specifically, this study compares male and female online bidders based on their motivations, psychographics, and purchasing behavior. Our results show that females are more likely than males to be enjoyment seekers, information seekers, bargain hunters, variety seekers, and impulsive buyers. Female online bidders also have a higher level of risk aversion and need for uniqueness, but exhibit a lower level of social interaction than males. This study also finds that males are more likely to purchase electronics and computers, whereas females are more likely to purchase books, clothing, jewelry, and toys through online auctions. Based on these results, theoretical and managerial implications are discussed.

Integrating Laptop Technology into the Classroom: A Pedagogical Challenge for Marketing Faculty

Many marketing faculty are experiencing the pressures of integrating technology into the classroom. One venue of integrating technology that is becoming increasingly more common is the adoption of a laptop environment. However, with this type of new learning environment typically comes pedagogical challenges that must be addressed in order for this paradigm shift to be effective. This article highlights pedagogical challenges faced by the marketing faculty at Minnesota State University, Mankato as they moved from a traditional classroom environment to a laptop environment. These challenges should provide some insight to those faculty and universities considering bringing the laptop computer into the classroom.

Consumer Technology Readiness and E-Service Quality in E-Tailing: What is the Impact on Predicting Online Purchasing?

ABSTRACT Total online retail spending in China reached

Total Quality Management: A New Paradigm that should Enhance Marketing Education

427 billion in 2014 and is expected to surpass