IDEAS home Printed from https://ideas.repec.org/a/rfh/bbejor/v11y2022i1p53-62.html
   My bibliography  Save this article

Development Of Service Quality Scale In Online Higher Education

Author

Listed:
  • SALIHA ANWAR

    (Virtual University, Pakistan)

  • TAYYABA RAFIQUE

    (Lecturer; University of Narowal, Pakistan)

Abstract

The aim of the paper is to develop a valid and reliable service quality tool in the context of online higher education in Pakistan. For this purpose, an extensive literature review has been done followed by an expert opinion to develop the initial scale of service quality. Data has been collected from 480 students enrolled in universities offering online degree programs. Further, Confirmatory Factor Analysis has been done by using AMOS for scale refinement through empirical tests. Nine dimensions of service quality were identified from literature in the context of online higher education in Pakistan. The research concludes that the service quality scale with nine dimensions and fifty-five items is a valid scale for this study. The study highlighted the areas which need improvement to increase the overall effectiveness of the online higher education model. This paper developed a tool to measure service quality in the online higher education sector.

Suggested Citation

  • Saliha Anwar & Tayyaba Rafique, 2022. "Development Of Service Quality Scale In Online Higher Education," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 11(1), pages 53-62, March.
    • Handle: RePEc:rfh:bbejor:v:11:y:2022:i:1:p:53-62
    as

    Download full text from publisher

    File URL: https://bbejournal.com/index.php/BBE/article/view/311/276
    Download Restriction: no
    File URL: https://bbejournal.com/index.php/BBE/article/view/311
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Arfan Shahzad & Rohail Hassan & Adejare Yusuff Aremu & Arsalan Hussain & Rab Nawaz Lodhi, 2021. "Effects of COVID-19 in E-learning on higher education institution students: the group comparison between male and female," Quality & Quantity: International Journal of Methodology, Springer, vol. 55(3), pages 805-826, June.
    2. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
    3. Blut, Markus, 2016. "E-Service Quality: Development of a Hierarchical Model," Journal of Retailing, Elsevier, vol. 92(4), pages 500-517.
    4. Long Pham & Stan Williamson & Ronald Berry, 2018. "Student Perceptions of E-Learning Service Quality, E-Satisfaction, and E-Loyalty," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 14(3), pages 19-40, July.
    5. Brady, Michael K. & Robertson, Christopher J., 2001. "Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study," Journal of Business Research, Elsevier, vol. 51(1), pages 53-60, January.
    6. J. C.F. de Winter & D. Dodou, 2012. "Factor recovery by principal axis factoring and maximum likelihood factor analysis as a function of factor pattern and sample size," Journal of Applied Statistics, Taylor & Francis Journals, vol. 39(4), pages 695-710, August.
    7. Ruth N. Bolton, 1993. "Pretesting Questionnaires: Content Analyses of Respondents' Concurrent Verbal Protocols," Marketing Science, INFORMS, vol. 12(3), pages 280-303.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Verma, Varsha & Sharma, Dheeraj, 2014. "Relationship Marketing in Online Retailing - A Meta-Analytic Approach," IIMA Working Papers WP2014-03-21, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    3. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    4. Chen, Chun-Chu & Huang, Wei-Jue & Petrick, James F., 2016. "Holiday recovery experiences, tourism satisfaction and life satisfaction – Is there a relationship?," Tourism Management, Elsevier, vol. 53(C), pages 140-147.
    5. Huang, Youlin & Qian, Lixian, 2021. "Consumer adoption of electric vehicles in alternative business models," Energy Policy, Elsevier, vol. 155(C).
    6. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    7. Łukasz Tomczyk & Katarzyna Potyrała & Anna Włoch & Joanna Wnęk-Gozdek & Nataliia Demeshkant, 2020. "Evaluation of the Functionality of a New E-Learning Platform vs. Previous Experiences in E-Learning and the Self-Assessment of Own Digital Literacy," Sustainability, MDPI, vol. 12(23), pages 1-22, December.
    8. Stathopoulou, Anastasia & Balabanis, George, 2019. "The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption," Journal of Business Research, Elsevier, vol. 102(C), pages 298-312.
    9. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    10. Pushkarskaya, Helen & Fortunato, Michael W.-P. & Breazeale, Nicole & Just, David R., 2021. "Enhancing measures of ESE to incorporate aspects of place: Personal reputation and place-based social legitimacy," Journal of Business Venturing, Elsevier, vol. 36(3).
    11. Bian, Qin & Forsythe, Sandra, 2012. "Purchase intention for luxury brands: A cross cultural comparison," Journal of Business Research, Elsevier, vol. 65(10), pages 1443-1451.
    12. Javier F. de la Ballina & Isabel de la Ballina, 2019. "Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 153-170.
    13. Aprihatiningrum Hidayati, 2020. "The Effect of Perceived Value and Satisfaction on Repeat Purchase," GATR Journals jmmr255, Global Academy of Training and Research (GATR) Enterprise.
    14. Hajiheydari, Nastaran & Delgosha, Mohammad Soltani & Olya, Hossein, 2021. "Scepticism and resistance to IoMT in healthcare: Application of behavioural reasoning theory with configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    15. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    16. Rebecca Pera & Giampaolo Viglia, 2017. "Can snacking be healthy? A comparison between coeliacs and health conscious food consumers," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 79-99.
    17. Zuo, Wenming & Bai, Weijing & Zhu, Wenfeng & He, Xinming & Qiu, Xinxin, 2022. "Changes in service quality of sharing accommodation: Evidence from airbnb," Technology in Society, Elsevier, vol. 71(C).
    18. Bogdan Anastasiei & Nicoleta Dospinescu, 2019. "Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence," Sustainability, MDPI, vol. 11(3), pages 1-18, February.
    19. Chetan A. Jhaveri & Jitendra M. Nenavani, 2020. "Evaluation of eTail Services Quality: AHP Approach," Vision, , vol. 24(3), pages 310-319, September.
    20. Ahmad Abu-Al-Aish, 2021. "Using E-learning System in Jordanian Universities during the COVID-19 Pandemic: Benefits and Challenges," Computer and Information Science, Canadian Center of Science and Education, vol. 14(3), pages 1-49, August.

    More about this item

    Keywords

    Online Higher Education; Service Quality; Scale Development;
    All these keywords.

    JEL classification:

    • H75 - Public Economics - - State and Local Government; Intergovernmental Relations - - - State and Local Government: Health, Education, and Welfare

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:bbejor:v:11:y:2022:i:1:p:53-62. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.