The application of Kano´s model for improving web-based learning performance

In the past decade, information and network technology had been widely utilized in learning activities. Therefore, much research was conducted on web-based learning. Most of them focused on improving functions of web-based learning platform, including multimedia interface, web-based self-exam, intelligent tutor etc. Some focused on the learning performance of web-based learning by comparing with the traditional classroom. However, rare research focused on improving students´ web learning performance according to their needs, learning behaviors´ records, and personal characteristics. The purpose of the research was to construct the web-based learning environment based on students´ needs and develop suitable teaching strategies for each individual. In the research, the concept of customer relationship management (CRM) was applied to provide a satisfied learning experience. Kano´s (1984) evaluation table for classifying the students´ needs into three types (must-be, one-dimensional, and attractive) was first applied to conduct functional or dysfunctional form of questions on students of a Cyber University in southern Taiwan. Then, according to students´ needs, learning behaviors´ records, and personal characteristics, teaching strategy reasoning was utilized to select more suitable materials for each student. Ultimately not only students´ learning efficiency, but also their learning satisfactions were measured Therefore, more clues were provided to improve the web-based learning environment, and enhance the students´ satisfaction.