PurposeIn this study, we have collected the response from 200 private university lecturers in Kurdistan Region of Iraq. In order to test the hypotheses, we have proposed structural equations modeling (SEM).Design/methodology/approachThe purpose of this paper is to elaborate the direct and indirect effects of e-service quality on perceived value, satisfaction and willingness to pay for online meeting platforms in the education sector. This study also explores the effect of e-service quality on users' perception and satisfaction.FindingsThe results reveal that e-service quality directly affects the perceived value and satisfaction but has no direct effect on the willingness to pay. Secondly, perceived value and satisfaction mediated the relationships between service quality and willingness to pay. However, it is observed that perceived value has a more significant impact on the willingness to pay compared to satisfaction. It is further reported that perceived value is one of the antecedents of satisfaction. The study also explores the direct relationship between perceived value and willingness to pay, and introduces satisfaction as a mediating variable between perceived value and willingness to pay.Research limitations/implicationsThe sample is geographically limited as only online faculty and staff working at private universities participated in the study. This study has implications for administrators of higher educational institutions and companies providing IT solutions for online meetings. From a managerial standpoint, this study provides and IT companies a broad theoretical basis that designing a successful online meeting platform should specifically emphasize e-service quality, perceived value and customer satisfaction.Originality/valueThere is no study that evaluated the links among e-service quality, value, satisfaction, and willingness to pay for the online meeting platform services. Therefore, this study is useful for the private university administration and online meeting platform developers and investors.
The aim of this research was to investigate the impact of the intangible qualities of the universities on student satisfaction. To do this, we have collected data from 7 different major public and private universities of the Kurdistan Region of Iraq. We have used 170 data to proposed further analysis. The partial least square method (PLS) was used to test the hypothesis. The results reveal that career opportunities and a friendly atmosphere are the main two elements that foster the reputation of the universities. The second interesting result of this research is that social activities impact the reputation of universities but not the friendly atmosphere while social activities impact a friendly atmosphere but not the reputation significantly. Finally, we have suggested the implications to the practitioners in the region.
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