USING A REFINED ATTRACTIVE QUALITY MODEL FOR ASSESSING STUDENTS’ REQUIREMENTS FOR A NEW UNIVERSITY ONLINE APPLICATION
Given the increased access to and use of computers, internet, social media and mobile applications, the new generation of students require powerful information sharing tools and ease of collaboration. They socialize and spend a lot of time online, connected to their mobile devices. For delighting these new tech savvy customers, universities must rethink their way of delivering educational experiences. By using adequate technology, university services can become easily accessible and round-the-clock available. In the present study, after a focus group interview with students from different specializations, the requirements for a new university online application have been determined. In the design stage of a new service, we do not have prior performance criteria to rely on, and a thoroughly pre-use value judgement is necessary. Thus, this paper identifies the voice of the student based on the HWWP (Health, Weapon, Wealth and Prospect) model which helps us classify the relevant and valuable attributes we must embed in the new service. This classification represents a first step towards a qualitative (first time right) university-related service which thoroughly addresses the Millennial’s needs.