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Building Collegiate E-Loyalty: The Role Of Perceived Value In The Quality-Loyalty Linkage In Online Higher Education

Year: 2016

Type: article

Abstract: E-service quality of online higher education reflects the student’s perception of quality of online exchanges across four dimensions: fulfillment, efficiency, system availability and privacy. This study links e-service quality to intentions to remain loyal as mediated by perceived value in an online higher education environment. AMOS is used to examine the structural model based on responses to a student self-report online survey (n=127). Results indicate a strong causal linkage between e-S-QUAL and Loyalty Intentions as mediated by Perceived Value. Further, the direct linkage between e-S-QUAL and Loyalty Intentions was found to be insignificant, substantiating the proposed full mediation model.

Source: Contemporary Issues in Education Research (CIER)

DOI: 10.19030/cier.v9i3.9704

Authors: Brandon Kilburn, Ashley Kilburn, Dexter Davis

Institution: University of Tennessee at Martin

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: hybrid

OpenAlex ID: W2463064554

FWCI: 3.228

Cites: 28

Cited by: 30

Related to: 10