ENHANCING LEARNER BEHAVIORAL ENGAGEMENT IN ONLINE LANGUAGE LEARNING THROUGH CUSTOMER KNOWLEDGE MANAGEMENT

Abstract

This qualitative case study examines learner behavioral engagement in LixiaoComing's anti-forgetting vocabulary module. It also develops Customer Knowledge Management (CKM)-based improvement recommendations. The participants were Grade 7-9 students who had used the module for at least one month. Data were collected through semi-structured interviews with 12 students. Analysis followed two stages. Thematic analysis identified engagement patterns. CKM interpretation then diagnosed platform-level knowledge gaps. Within this case, the findings indicate three main engagement problems in the interview sample. Ten students (83%) relied on external reminders to start review tasks. Seven students (58%) reported fatigue or dropout risk during Days 5-7. Eleven students (92%) repeated words mechanically, without semantic or pronunciation awareness. CKM analysis linked these patterns to limited knowledge about, from, and for learners. A focus group with three experts reviewed and refined five possible strategies. These were gamified progress visualization, adaptive scheduling, real-time AI feedback, a grace period, and targeted coach intervention. The study shows one possible way to apply CKM in educational technology. It also shows how learner voice can inform practical platform improvement strategies.