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Student Perceptions of E-Learning Service Quality, E-Satisfaction, and E-Loyalty
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Author(s): Long Pham (School of Management, College of Business and Social Sciences, University of Louisiana at Monroe, Monroe, USA & Department of Economics and Management, Thuyloi University, Hanoi, Vietnam), Stan Williamson (School of Management, College of Business and Social Sciences, University of Louisiana at Monroe, Monroe, USA)and Ronald Berry (College of Business and Social Sciences, University of Louisiana at Monroe, Monroe, USA)
Copyright: 2021
Pages: 25
Source title:
Research Anthology on Preparing School Administrators to Lead Quality Education Programs
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-3438-0.ch037
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Abstract
With the growing ubiquity of the Internet and the continued evolution of the Internet of Things, universities are focusing more on web-based strategies to deliver higher education (i.e., e-learning). In spite of this, few studies on e-learning service quality have been conducted to examine the effectiveness of these efforts. This study seeks to identify primary e-learning service quality dimensions and to examine the relationships among e-learning service quality dimensions, overall e-learning service quality, e-learning satisfaction and e-learning loyalty as perceived by e-students in the college setting. Results identified five main factors that measure e-learning service quality: e-learning administrative and support service quality; e-learning instructor quality; e-learning accuracy; e-learning course materials quality; and e-learning security and privacy. The quality of e-learning administrative and support service, instructor performance, and course materials were positively related to overall e-learning service quality, with e-learning instructor quality the most influential. There was a positive association between overall e-learning service quality and e-learning loyalty, and between e-learning satisfaction and e-learning loyalty. Results are consistent with most studies of traditional and online services and other e-learning studies that customer loyalty is strongly influenced by customer satisfaction and quality of service and that customer satisfaction is strongly influenced by quality of service.
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