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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
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    References listed on IDEAS

    as
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    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. 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.
    4. 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.
    5. Blut, Markus, 2016. "E-Service Quality: Development of a Hierarchical Model," Journal of Retailing, Elsevier, vol. 92(4), pages 500-517.
    6. 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.
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    JEL classification:

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

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