JET_V2_N3_RP4 Mamilla Rajasekhar Cuddapah Anitha Journal of Educational Technology 2230 - 7125 2 3 66 75 Markov Chain, switching loyalty, e-learning life cycle, e-learning tools. It is high time for Indian universities to transform themselves from sellers to marketers, though they are non-profit organizations, in marketing their degrees to its customers (students). In this direction e-learning could be one of the tools that helps achieve this objective. The authors in this survey-based article studied the consumers' (professors, scholars, and students of their university) loyalty switching from traditional to e-learning through Markov Chain Analysis, an operations research technique, based on which they suggested certain strategies to be adopted in order to provide quality higher education, as is intended by WTO's Cancun 2003 Meet, and to face the imminent, healthy, and cut-throat competition from foreign as well as private universities in both regular and distance education product categories from January, 2005 onwards. October - December 2005 Copyright & copy; 2005 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=889