Using SERVQUAL to assess the quality of e-learning experience |
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Authors: | Godwin J Udo |
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Affiliation: | College of Business Administration, University of Texas at El Paso, El Paso, TX 79968, United States |
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Abstract: | Distance learning programs have been dramatically expanding in accordance with demand. Assessment of the quality of e-learning has become a strategic issue, one that is critical to program survival. In this study we propose a modified SERVQUAL instrument for assessing e-learning quality. The instrument consists of five dimensions: Assurance, Empathy, Responsiveness, Reliability, and Website Content. Data analysis from 203 e-learning students shows that four out of these five dimensions (except Reliability) play a significant role in perceived e-learning quality, which in turn affects learners’ satisfaction and future intentions to enroll in online courses. Managerial implications of the major findings are provided. |
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Keywords: | E-learning quality E-learner satisfaction Behavioral intention SERVQUAL |
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