E-Student Retention: Factors Affecting Customer Loyalty for Online Program Success

The Internet revolution has had a major impact on higher education. If a public institution of higher learning has not engaged in online courses, it will if for no reason other than to meet customer demand But despite this customer demand, institutions are reporting low retention rates in continuing enrollees (students who enroll for online classes for a second semester) or students completing the classes. This study looks at several factors that affect student satisfaction and retention by reviewing survey results from students who enrolled in at least one online class at the University of Arizona during the academic years 2001-2003. The study also looks at student demographics and compares the retention and performance. The results indicate that certain combinations of online course material, teacher quality and general online access quality as being the major factors that discouraged students from completing the course or enrolling in another course.