Service Quality in Distance Education using the Gronroos Model

Hamid, Fazelina Sahul and Yip, Nick (2016) Service Quality in Distance Education using the Gronroos Model. The Social Sciences, 11 (30). pp. 7199-7205. ISSN 1818-5800

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Demand for distance education programs have been increasing rapidly over the years. As a result, assessment of the quality of distance education programs has become a strategic issue that is very pertinent for program survival. This study uses Gronroos Model for assessing the service quality of the Malaysian distance education institutions. This model is chosen because it takes into account of the service delivery process and also service outcome. Our study confirms the multidimensional nature of service quality constructs as proposed by the Gronroos Model. However, it does not confirm the unidimensionality of functional quality and technical quality. Three service quality dimensions that emerged from the exploratory factor analyses relate to the dependability of the service (reliability), personal attention that is given to customers (empathy) and service outcome (technical quality). The result confirms all three service quality dimensions have significant and positive effect on image and perceived service quality. The mediating role of image in the model is also confirmed. The results also confirm that all three service quality dimensions have significant indirect effect on perceived service quality. The positive relationship between perceived service quality and satisfaction is also confirmed. Managerial implications of the major findings are provided.

Item Type: Article
Uncontrolled Keywords: service quality,distance education,higher learning institutions
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Faculty of Social Sciences > Research Groups > Marketing
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Depositing User: Pure Connector
Date Deposited: 12 Jul 2017 05:06
Last Modified: 30 Sep 2021 09:03
DOI: 10.3923/sscience.2016.7199.7205


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