Analysis of the Influence of E-Learning Service Quality Factors on Student Perceived Value and Student Satisfaction, with Implication to Student Loyalty

Felix (), Prihanto Y. Johny Natu () and Annas Mohammad ()
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Felix: Faculty of Business, Universitas Multimedia Nusantara, Jl. Boulevard Gading Serpong, Tangerang-Banten, Indonesia
Prihanto Y. Johny Natu: Faculty of Business, Universitas Multimedia Nusantara, Jl. Boulevard Gading Serpong, Tangerang-Banten, Indonesia
Annas Mohammad: Faculty of Business, Universitas Multimedia Nusantara, Jl. Boulevard Gading Serpong, Tangerang-Banten, Indonesia

Marketing of Scientific and Research Organizations, 2023, vol. 48, issue 2, 81-110

Abstract: The COVID-19 pandemic has changed the learning process, which was previously carried out conventionally with face-to-face interaction, into an online learning activity (e-learning). e-Learning has several benefits, but it also has some challenges that need to be addressed. A preliminary survey has been conducted by asking open-ended questions regarding students’ experience and obstacles during e-learning to determine their perceptions of e-learning, and the results showed that there were problems faced by students in implementing e-learning, especially pertaining to student loyalty. Previous research has stated that e-learning service quality exercises an influence on student satisfaction and student loyalty. This research focusses on the influence of e-learning service quality factors on student perceived value (SPV) and student satisfaction, and ultimately on its role in influencing student loyalty. This research was conducted using a quantitative approach, wherein data were gathered, using judgement sampling, from 309 undergraduate students enrolled across six universities in Tangerang. These data were analysed by partial least squares structural equation modelling (SEM-PLS), and the results of the analysis indicated the presence of a positive and significant relationship between these variables. Resultant to the analysis, there emerged some useful suggestions for educational institutions and lecturers that would enable them to improve the quality of e-learning. The findings of the present study imply that improving the factors of e-learning service quality will inculcate in students a favourable value perception towards the university, as well as create a feeling of satisfaction in them, arising from the fulfilling character of the experience to which they were exposed during the e-learning process; these phenomena are expected in turn to increase students’ loyalty towards the university.

Keywords: e-learning; service quality; perceived value; satisfaction; loyalty; e-learning; jakość usługi; postrzegana wartość; satysfakcja; lojalność (search for similar items in EconPapers)
JEL-codes: I20 I21 I23 I29 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:28:y:2023:i:2:p:81-110:n:4

DOI: 10.2478/minib-2023-0011

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