Perceived Service Quality and Student Loyalty in an Online University

This paper examines the influence that student perceived quality of service (PSQ) has on continuance intention and willingness to recommend a course in a fully online university. A holistic view of the service provided by the university is taken. It is not only the effect of the teaching which is ex...

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Autores principales:	María-Jesús Martínez-Argüelles, Josep-Maria Batalla-Busquets
Formato:	article
Lenguaje:	EN
Publicado:	Athabasca University Press 2016
Materias:	loyalty service quality satisfaction e-learning Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/09e99f2f5a0e4c7cbb1f158d5ac5f9cb
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spelling	oai:doaj.org-article:09e99f2f5a0e4c7cbb1f158d5ac5f9cb2021-12-02T16:59:54ZPerceived Service Quality and Student Loyalty in an Online University10.19173/irrodl.v17i4.25181492-3831https://doaj.org/article/09e99f2f5a0e4c7cbb1f158d5ac5f9cb2016-07-01T00:00:00Zhttp://www.irrodl.org/index.php/irrodl/article/view/2518https://doaj.org/toc/1492-3831This paper examines the influence that student perceived quality of service (PSQ) has on continuance intention and willingness to recommend a course in a fully online university. A holistic view of the service provided by the university is taken. It is not only the effect of the teaching which is examined, but also that of the administrative services, the additional services, and the virtual learning environment (user interface). Through a survey completed by 1,870 students and the subsequent analysis using structural equations, we found that each of these services has a significant impact on the students' PSQ, their level of satisfaction, and, as a result, their loyalty and willingness to recommend the university. The study found that the perceived quality of the administrative services can have a comparatively higher impact on student satisfaction than the other services. PSQ is shown to have also a direct impact on student loyalty and recommendations. Moreover, as a whole, non-teaching services have a greater impact on loyalty and willingness to recommend than teaching service. The peculiarities of the process of providing educational services in a virtual environment (such as the absence of face-to-face interaction between student and teacher and the lack of conventional tangible elements which act as benchmarks for quality of service) are well-known. The relationship established in the literature between the constructs of service quality, satisfaction, loyalty, and willingness to recommend the service in an offline environment can also be seen in this context. The interconnection of factors proves to be more complex and interrelated than has been accounted for as yet in the scholarly literature. The findings of the survey are relevant to system concerns related to quality management and sustainability, both of which are increasingly important in today’s competitive educational postsecondary environment. María-Jesús Martínez-ArgüellesJosep-Maria Batalla-BusquetsAthabasca University Pressarticleloyaltyservice qualitysatisfactione-learningSpecial aspects of educationLC8-6691ENInternational Review of Research in Open and Distributed Learning, Vol 17, Iss 4 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	loyalty service quality satisfaction e-learning Special aspects of education LC8-6691
spellingShingle	loyalty service quality satisfaction e-learning Special aspects of education LC8-6691 María-Jesús Martínez-Argüelles Josep-Maria Batalla-Busquets Perceived Service Quality and Student Loyalty in an Online University
description	This paper examines the influence that student perceived quality of service (PSQ) has on continuance intention and willingness to recommend a course in a fully online university. A holistic view of the service provided by the university is taken. It is not only the effect of the teaching which is examined, but also that of the administrative services, the additional services, and the virtual learning environment (user interface). Through a survey completed by 1,870 students and the subsequent analysis using structural equations, we found that each of these services has a significant impact on the students' PSQ, their level of satisfaction, and, as a result, their loyalty and willingness to recommend the university. The study found that the perceived quality of the administrative services can have a comparatively higher impact on student satisfaction than the other services. PSQ is shown to have also a direct impact on student loyalty and recommendations. Moreover, as a whole, non-teaching services have a greater impact on loyalty and willingness to recommend than teaching service. The peculiarities of the process of providing educational services in a virtual environment (such as the absence of face-to-face interaction between student and teacher and the lack of conventional tangible elements which act as benchmarks for quality of service) are well-known. The relationship established in the literature between the constructs of service quality, satisfaction, loyalty, and willingness to recommend the service in an offline environment can also be seen in this context. The interconnection of factors proves to be more complex and interrelated than has been accounted for as yet in the scholarly literature. The findings of the survey are relevant to system concerns related to quality management and sustainability, both of which are increasingly important in today’s competitive educational postsecondary environment.
format	article
author	María-Jesús Martínez-Argüelles Josep-Maria Batalla-Busquets
author_facet	María-Jesús Martínez-Argüelles Josep-Maria Batalla-Busquets
author_sort	María-Jesús Martínez-Argüelles
title	Perceived Service Quality and Student Loyalty in an Online University
title_short	Perceived Service Quality and Student Loyalty in an Online University
title_full	Perceived Service Quality and Student Loyalty in an Online University
title_fullStr	Perceived Service Quality and Student Loyalty in an Online University
title_full_unstemmed	Perceived Service Quality and Student Loyalty in an Online University
title_sort	perceived service quality and student loyalty in an online university
publisher	Athabasca University Press
publishDate	2016
url	https://doaj.org/article/09e99f2f5a0e4c7cbb1f158d5ac5f9cb
work_keys_str_mv	AT mariajesusmartinezarguelles perceivedservicequalityandstudentloyaltyinanonlineuniversity AT josepmariabatallabusquets perceivedservicequalityandstudentloyaltyinanonlineuniversity
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Perceived Service Quality and Student Loyalty in an Online University

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