Using SERVQUAL to assess the quality of e-learning experience

Authors:
Godwin J. Udo;Kallol K. Bagchi;Peeter J. Kirs
Affiliations:
College of Business Administration, University of Texas at El Paso, El Paso, TX 79968, United States;College of Business Administration, University of Texas at El Paso, El Paso, TX 79968, United States;College of Business Administration, University of Texas at El Paso, El Paso, TX 79968, United States
Venue:
Computers in Human Behavior
Year:
2011

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Abstract

Distance learning programs have been dramatically expanding in accordance with demand. Assessment of the quality of e-learning has become a strategic issue, one that is critical to program survival. In this study we propose a modified SERVQUAL instrument for assessing e-learning quality. The instrument consists of five dimensions: Assurance, Empathy, Responsiveness, Reliability, and Website Content. Data analysis from 203 e-learning students shows that four out of these five dimensions (except Reliability) play a significant role in perceived e-learning quality, which in turn affects learners' satisfaction and future intentions to enroll in online courses. Managerial implications of the major findings are provided.