Quality of services and customer satisfaction of online courses: using SERQUAL model

Quality of services and customer satisfaction of online courses: using SERQUAL model

Ms. Yadagiri Santhoshini, Mr. Dr.S.F.Chandrashekar, Mr. Kishore Kunchala, Mr. Raghuvamsi Inemella, Ms. K Varsha
yadagiri2023@ssim.ac.in, chandra@ssim.ac.in, Kishore2023@ssim.ac.in, Raghu2023@ssim.ac.in, Varsha2023@ssim.ac.in

Abstract

With the rapid expansion of digital learning, ensuring high-quality services in online education has become a crucial factor in enhancing learner satisfaction. This study explores the relationship between service quality and customer satisfaction in online courses, utilizing the SERVQUAL model to assess key dimensions that influence perceived learning experiences. By analyzing various aspects of service quality, the research aims to provide insights into the effectiveness of online education platforms and identify areas for improvement.

Objective: The primary objective of this study is to evaluate the service quality of online courses using the SERVQUAL model and determine its impact on learner satisfaction. It seeks to measure how different dimensions of service quality—such as reliability, assurance, empathy, responsiveness, learning content, and web design—contribute to overall customer satisfaction. Furthermore, the research aims to refine the SERVQUAL framework to better suit the context of e-learning.

Variables: The study examines perceived quality of online courses as the independent variable, while the dependent variables include learner satisfaction, reliability, assurance, empathy, responsiveness, learning content, and web design. By analyzing these variables, the research assesses how service quality influences students’ experiences and perceptions of online learning platforms.

Methodology: A mixed-methods approach is adopted, incorporating both qualitative and quantitative data collection techniques. A structured survey is conducted among 100 to 200 respondents, targeting individuals with experience in online courses. The collected data is analyzed using statistical tools such as IBM SPSS and Smart PLS 4 to ensure reliability and accuracy in findings.

Key Tests: Several statistical analyses are performed to validate the findings. Reliability and validity tests assess the consistency of the SERVQUAL dimensions. Factor analysis is conducted to identify the underlying structure of service quality attributes.

Keywords: E-learning, service quality, SERVQUAL model, learner satisfaction, online courses, digital education.

Conclusion: The study provides valuable insights into the factors that shape learner satisfaction in online education. By refining the SERVQUAL model for the e-learning environment, the research highlights the importance of service quality dimensions in enhancing digital learning experiences.