Using SERVQUAL to assess the quality of e-learning experience

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.

► SERVQUAL can be used to evaluate perceived quality of online program.
► Assurance, Empathy, Responsiveness and Website Content can impact e-learning quality.
► ‘‘Website Content” has the strongest influence on perceived e-learning quality.
► Learners’ satisfaction with online education plays a significant moderating role.
► Indirect effect of e-learning quality on ‘‘Intention to Continue” is stronger.