DEVELOPMENT OF AN ACTION PLAN TO ENHANCE STUDENT SATISFACTION BY INTEGRATING THE TECHNOLOGY ACCEPTANCE MODEL AND MARKET ORIENTATION IN BLENDED LEARNING AT PRIVATE UNIVERSITIES IN HUNAN PROVINCE, CHINA

The study's goal is to create a set of activity program strategies that will make students happier in blended learning environments at private universities in Hunan Province, China. These strategies will be made by combining the Technology Acceptance Model (TAM) and market orientation theory. The study adopts a mixed-methods approach, combining qualitative and quantitative research methods. Based on the American Customer Satisfaction Index (ACSI), the Chinese Customer Satisfaction Index (CCSI), the TAM model, and preliminary interviews, a questionnaire was developed to assess student satisfaction with blended learning at private universities in Hunan Province. Using a stratified sampling method, a total of 556 students from three private universities in Hunan Province were selected as research participants. Based on qualitative and quantitative analyses, this study designed an action plan to enhance student satisfaction with blended learning and implemented a three-month training program. The research findings indicate that, first, the student satisfaction score was 3.16, reflecting a moderate level and indicating room for improvement. Second, teacher image, perceived quality, perceived usefulness, perceived ease of use, perceived value, and student expectation had significant impacts on student satisfaction. Third, a total of 72 students from Hunan International Economics University participated in the activity program. According to the pre-test and post-test results, student satisfaction significantly improved. Fourth, experts recommended that the activity program be promoted in other private universities.