Measuring Students’ Perception of E-SERVQUAL at E-learning Institutions: Evidence from Egypt

Abstract

The rapid use of E-learning at the higher education institutions directed attention to focus on studying and measuring the students’ perception of service quality using E-SERVQUAL model. Many challenges are facing E-learning especially in developing countries as it is a new experience for higher education. The research objective is to measure students’ perceived E-SERVQUAL at two Egyptian universities. We used and adapted the proposed instrument of Udo et al., 2011 which contains five major dimensions: empathy, responsiveness, assurance, reliability, and website contents. In addition, the measurement used to measure the quality of E-learning, and students' satisfaction and behavioral intentions. Data analysis shows that all the E-SERVQUAL model dimensions are playing an important role in perceived quality and the students' responsiveness dimension is the most important one for student' perceived satisfaction. The proposed model is very significant in explaining the joint impact of E-SERVQUAL and students' satisfaction variables on assessing students' intention to enroll in online education in the future. Important recommendations proposed for managing institutions of higher education to increase the quality and sustainability of the e-learning context especially developing the communication process between students and lecturers to increase the students' perception of responsiveness