Perceived Service Quality and Student Loyalty in an Online University
Perceived Service Quality and Student Loyalty in an Online University
复制标题
在线大学的感知服务质量和学生忠诚度
DOI：
10.19173/irrodl.v17i4.2518
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
Josep
中科院分区：
文献类型：
--
作者：
M. Martínez;Josep
本文考察了学生感知的服务质量(PSQ)对在线大学继续学习意向和课程推荐意愿的影响。从整体上看这所大学提供的服务。被检验的不仅是教学效果，还有行政服务、附加服务和虚拟学习环境(用户界面)的效果。通过对1,870名学生的调查和随后使用结构方程进行的分析，我们发现，每项服务都对学生的PSQ、他们的满意度水平以及他们的忠诚度和推荐大学的意愿产生了显著影响。研究发现，与其他服务相比，行政服务感知质量对学生满意度的影响相对更大。PSQ也被证明对学生的忠诚度和推荐度有直接影响。而且，总体来看，非教学服务比教学服务对忠诚度和推荐意愿的影响更大。在虚拟环境中提供教育服务的过程的特殊性(例如，学生和教师之间没有面对面的互动，缺乏作为服务质量基准的传统有形要素)是众所周知的。在文献中建立的服务质量、满意度、忠诚度和在线下环境中推荐服务的意愿之间的关系也可以在这个上下文中看到。事实证明，因素之间的相互联系比学术文献中迄今所描述的更加复杂和相互关联。调查结果涉及到与质量管理和可持续性有关的系统问题，在当今竞争激烈的高等教育环境中，这两者都变得越来越重要。
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.
影响因子：
12.9
作者：
J. Cronin;Steven A. Taylor
通讯作者：
J. Cronin;Steven A. Taylor