Should we teach in hybrid mode or fully online? We examine the teaching model's role (hybrid versus fully online) in the service–profit chain in higher education institutions using survey data from 93 faculty members and 366 students from three American universities. We find that faculty members’ satisfaction and the MBA program expectations improve MBA word-of-mouth by enhancing the MBA quality, MBA value, class satisfaction, and MBA loyalty. Additionally, we discover that the hybrid teaching model more strongly reinforces this chain of effects than the fully online model. IT creates the integration of differential value into a hybrid teaching style.

我们应该以混合模式教学还是完全在线教学？我们使用来自三所美国大学的 93 名教职员工和 366 名学生的调查数据，研究了教学模式（混合与完全在线）在高等教育机构的服务利润链中的作用。我们发现教职工的满意度和 MBA 项目的期望通过提高 MBA 质量、MBA 价值、班级满意度和 MBA 忠诚度来提高 MBA 的口碑。此外，我们发现混合教学模式比完全在线模式更能强化这一连锁效应。IT 将差异化价值整合到混合教学风格中。