원격교육의 서비스 질 측정

Abstract

As a greater number of higher education institutes enter the online learning market and competition thus becomes more intense, distance education has begun to implement the concept of service quality, so as to better serve and attract more students. This study aims to develop and validate the e-SERVQUAL tool, originally formed as SERVQUAL for the business sector to measure student expectations and perceptions of service quality of distance education and examine how the tool is implemented and what implications can be drawn from these results. Based on a literature review of service quality research, relevant items were generated and a total of 146 samples were collected and analyzed. Exploratory factor analysis allowed generation of amodified e-SERVQUAL component with 24 items representing 5 dimensions: responsiveness (9 items), e-design (5 items), reliability (4 items), ease of use (3 items) and efficiency (3 items). The e-SERVQUAL and e-SERVPERF methods were then applied to measure the gap score (Gap=P-E) in student expectations (importance) and perceptions (satisfaction). Based on the results, the study concludes that the service quality of universities is satisfactory in the areas of reliability, ease of use and efficiency but needs to be improved with regards of responsiveness and e-design. Suggestions and implications are discussed.