Students' Perceived Service Quality (SPSQ) and Students' Satisfaction (SSAT) in Open Distance Learning (ODL) are renowned features in Higher Education (HE) field in the present-day. The vast number of research studies have addressed diverse types of variables on different grounds. The ODL students are from various family backgrounds such as cultural, social, technological skill levels, and most importantly defer from basic educational entry qualifications. This must cognize how the HE institutions are able to offer their diversified services together with quality enhanced features to enjoy a competitive edge from the student's satisfaction point of view. The number of students completing the course, or graduates passing out are diminishing when compared with the increase in number of registered student's year on year. Most of the universities and HE institutions have faced student persistence and attrition problems and rush to find solutions with the concepts of service quality and satisfaction. The purpose of this study is mainly based on finding out the significant factors affecting the SPSQ and SSAT. This study will address the modified SERVQUAL constructs in relation to the SPSQ and SSAT. The independent variables were Assurance, Empathy, Responsiveness, Reliability, and Website Content and the dependent variables were the Students' Perceived Service Quality and Satisfaction in ODL in the OUSL. Data was collected by using a self-administered questionnaire from 760 undergraduate students of the Open University of Sri Lanka (OUSL) covering six main regional centers island wide. The OUSL is the unique university operating under the ODL system in Sri Lanka. The analysis was based on descriptive and inferential statistics. The significant relationships are revealed between the SPSQ and Reliability, Responsiveness and Website Content. The other significant relationships are SSAT with Reliability and Website Content and the relationship between SPSQ and SSAT. The R 2 for the SPSQ is 0.244 (24%) and SSAT is 0.549 (55%). The same research could be recommended as a future research with more service quality variables, and in regional centers as a longitudinal data collection method to understand more about service quality and satisfaction which influence student retention and completion.
In the education environment Students’ Perceived Service Quality (SQ), Satisfaction (SAT) and students’ favourable or unfavourable behaviour can be considered as significant factors of students’ retention and accomplishment of registered programmes with in their stipulated time. The Open Distance Learning (ODL) is widely spread and established flexible pedagogy system with the fast-growing technological enhancement. Year by Year the student population has been drastically increased but completion rate has uncovered a very challenging situation. The service quality concepts which were limited only for customer-based criteria have originated various service quality significant factors and models in education field also. The purpose of this paper is to find out the significant service quality factors by using the modified SERVQUAL dimensions and the relationship between PSQ, SAT and Behavioural Intention (BI). For this study independent variables are Assurance, Empathy, Reliability, Responsiveness, and Website Content and dependent variables are Students’ PSQ, SAT and BI. The population was undergraduate students who have registered for academic year 2013/2014. The valid sample consisted with 744 students. Data collection were done by using a self-administered questionnaire and survey method. The significant relationships revealed; PSQ with Reliability, Responsiveness and Website Content. Further Students’ PSQ with SAT, PSQ with BI and SAT with BI. It is concluded that there is a strong relationship between PSQ and SAT in the ODL environment and a mediated relationship. The variance extracted from the PSQ and SAT were 26% and BI was 43%. It is recommended to select more SQ variables and should increase the sample size for more accuracy in future study as longitudinal. The implications will contribute theoretically and managerially to formulate practical guidelines and necessary strategies to improve the students’ favorable behaviour mediated by the Students’ SAT and PSQ.
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