E-Learning as a Key Aspect for the Future of Higher Education

Technology is changing the way of doing business all over the world. Many companies across almost every sector are adapting their old brick and mortar systems into more virtual ones. Education has not ignored this fact and in the last years, virtual education is becoming more and more important in order to meet students (users) demands and regulatory entities requirements such as the new European Higher Education Space. The main aim of this paper is to develop a framework where market orientation may lead to retaining current students and acquiring new ones. This can only be done through the achievement of key technology concepts such as utility and usability that influence satisfaction and consequently loyalty for the gain of new potential customers.