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Analysis of the Influence of E-Learning Service Quality Factors on Student Perceived Value and Student Satisfaction, with Implication to Student Loyalty

Author

Listed:
  • Felix

    (Faculty of Business, Universitas Multimedia Nusantara, Jl. Boulevard Gading Serpong, Tangerang-Banten, Indonesia)

  • Prihanto Y. Johny Natu

    (Faculty of Business, Universitas Multimedia Nusantara, Jl. Boulevard Gading Serpong, Tangerang-Banten, Indonesia)

  • Annas Mohammad

    (Faculty of Business, Universitas Multimedia Nusantara, Jl. Boulevard Gading Serpong, Tangerang-Banten, Indonesia)

Abstract

The COVID-19 pandemic has changed the learning process, which was previously carried out conventionally with face-to-face interaction, into an online learning activity (e-learning). e-Learning has several benefits, but it also has some challenges that need to be addressed. A preliminary survey has been conducted by asking open-ended questions regarding students’ experience and obstacles during e-learning to determine their perceptions of e-learning, and the results showed that there were problems faced by students in implementing e-learning, especially pertaining to student loyalty. Previous research has stated that e-learning service quality exercises an influence on student satisfaction and student loyalty. This research focusses on the influence of e-learning service quality factors on student perceived value (SPV) and student satisfaction, and ultimately on its role in influencing student loyalty. This research was conducted using a quantitative approach, wherein data were gathered, using judgement sampling, from 309 undergraduate students enrolled across six universities in Tangerang. These data were analysed by partial least squares structural equation modelling (SEM-PLS), and the results of the analysis indicated the presence of a positive and significant relationship between these variables. Resultant to the analysis, there emerged some useful suggestions for educational institutions and lecturers that would enable them to improve the quality of e-learning. The findings of the present study imply that improving the factors of e-learning service quality will inculcate in students a favourable value perception towards the university, as well as create a feeling of satisfaction in them, arising from the fulfilling character of the experience to which they were exposed during the e-learning process; these phenomena are expected in turn to increase students’ loyalty towards the university.

Suggested Citation

  • Felix & Prihanto Y. Johny Natu & Annas Mohammad, 2023. "Analysis of the Influence of E-Learning Service Quality Factors on Student Perceived Value and Student Satisfaction, with Implication to Student Loyalty," Marketing of Scientific and Research Organizations, Sciendo, vol. 48(2), pages 81-110, June.
    • Handle: RePEc:vrs:mosaro:v:28:y:2023:i:2:p:81-110:n:4
    DOI: 10.2478/minib-2023-0011
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    References listed on IDEAS

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    1. Bashir Ahmad Fida & Umar Ahmed & Yousuf Al-Balushi & Dharmendra Singh, 2020. "Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman," SAGE Open, , vol. 10(2), pages 21582440209, May.
    2. Lai, Fujun & Griffin, Mitch & Babin, Barry J., 2009. "How quality, value, image, and satisfaction create loyalty at a Chinese telecom," Journal of Business Research, Elsevier, vol. 62(10), pages 980-986, October.
    3. 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 Scientific Publishing, vol. 14(3), pages 19-40, July.
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    JEL classification:

    • I20 - Health, Education, and Welfare - - Education - - - General
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • I29 - Health, Education, and Welfare - - Education - - - Other

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