Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System

Dursun Yener

doi:10.30935/cedtech/6091

Dursun Yener ¹ ^*

More Detail

CONT ED TECHNOLOGY, Volume 4, Issue 1, pp. 50-65

https://doi.org/10.30935/cedtech/6091

OPEN ACCESS 1772 Views 1758 Downloads

Download Full Text (PDF)

Abstract

Distance learning (DL) has become an important part of university education. In the past DL was applied in different universities with different forms. With rapid technological developments, DL gained a new format through the Internet. Students can take courses online wherever they are geographically. Therefore, working people and adults can enroll higher education institutions without time and space barriers. Like many countries, Turkey adapted its education system to this new form. From 1980’s to recent years, this system has been applied through open education faculties in state universities. However as the number of foundation universities increase, DL became more common in various programs at different levels. Conventional universities use this system in some courses so students take both face-to-face and online courses together. Universities can use this system to use their scarce financial resources effectively with saving some costs and provides possibilities for sustainable advantage. In this paper, evaluation of students’, who are enrolled in a traditional university, about DL quality was analyzed using Grönross’ service quality model.

Keywords: Distance learning, Grönross, Perceived service quality, Dual-mode education

References

Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
Akeusola, O., Daniel, O., and Iyere, T. (2011), Analytical studies of various marketing approaches that could assist the growth of educational programmes of the open and distance learning institutions. International Journal of Academic Research, 3(3), 700-705.
Alves, H. and Raposo, M. (2010). The influence of university image on student behavior. International Journal of Educational Management, 24(1), 73-85.
Banas, E. J. and Emor, W. F. (1998). History and issues of distance learning. Public Administration Qurterly, 22(3), 365-383.
Beneke, J.H. (2001). Marketing the institution to prospective students – A review of brand (reputation) management in higher education. International Journal of Business and Management, 6(1),29-44.
Biel, A. L. (1992), How brand image drives brand equity. Journal of Advertising Research, 12, 6- 12.
Borstorff, P. C., Lowe, S. K. (2007). Student perceptions and opinions toward e-learning in the college environment. Academy of Educational Leadership Journal, 11(2), 13-28.
Chapman, B.F., Henderson, R. G. (2010). E-learning quality assurance: A perspective of business teacher educators and distance learning coordinators. The Delta Pi Epsilon Journal, LII(1),16-31.
Faircloth, J. B., Capella, L. M., and Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, Summer, 61-75.
Gedviliene, G. (2010). Adult distance learning quality in university studies. Tiltai, 2, 133-143.
Granitz, N. and Greene, C. S. (2003). Applying e-marketing strategies to online distance learning. Journal of Marketing Education, 25(1), 16-30.
Grönross C. (1984). A service quality model and its implications. European Journal of Marketing, 18(4), 36-44.
Gruber, T., Fuß, S., Voss, R., Glaser-Zikuda, M. (2010). Examining student satisfaction with higher education services using a new measurement tool. International Journal of Public Sector Management, 23(2), 105-123.
Guha, A. S. and Maji, S. (2008). E-learning: The latest spectrum in open and distance learning. Social Responsibility Journal, 4(3), 297-305.
Güneş, A. and Altıntaş T. (2012). Evaluation of distance education components: A case study of associate degree programs. Academy of Educational Leadership Journal, 16(3), 23-34.
Henry, P. (2001). E-learning, technology, content and service. Education and Training, 43, 249- 255.
Jose, S., (2010). eLearning: A global strategic business report. Retrieved on 12 September 2012 from http://www.prweb.com/releases/elearning/corporate_elearning/prweb4531974. htm.
Judson, K. M., Aurand, T.W., Gorchels L., and Gordon G.L. (2009). Building a university brand form within: University administrators’ perspectives of internal branding. Services Marketing Quarterly, 30, 54-68.
Jung, I. and Latchem, C. (2007). Assuring quality in Asian open and distance learning, Open Learning, 22(3), 235–250.
Jung, I. (2011). The dimensions of e-learning quality: From the learner’s perspective. Education Technology Research and Development, 59, 445-464.
Kang, G. D. and James, J. (2004). Service quality dimensions: An examination of Grönrooos’s service quality model. Managing Service Quality, 14(4), 266–277.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-2.
Kotler, P. and Keller, K. L. (2012). Marketing management (14th ed.). Englewood Cliffs, NJ: Prentice Hall.
Kotler, P. and Fox, K. (1995). Strategic marketing for educational institutions (2nd ed.). Englewood Cliffs, NJ: Prentice Hall.
Kwek, C. L., Lau, T.C, and Tan, H.P. (2010). Education quality process model and its influence on students’ perceived service quality. International Journal of Business and Management, 5(8), 154-165.
Lin, H.F. (2010). An application of fuzzy AHP for evaluating course website quality, Comput. Educ, 54(4), 877-888.
McNally, D. and Speak, K. (2002). Be your own brand: A breakthrough formula for standing out from the crowd. San Fransisco, CA: Berrett-Koehler.
Nunnally, J. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Oldfield, B. M. and Baron, S. (2000). Student perceptions of service quality in a UK university business and management faculty. Quality Assurance in Education, 8(2), 85-95.
Pallant, J. (2005). SPSS Survival Manual A step by step guide to data analysis using SPSS for Windows (Version12). Sydney, Australia: Allen & Unwin.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Quilter, S. & Weber, R. (2004). Quality assurance for online teaching in higher education: Considering and identifying best practice fore-learning. International Journal of E- learning, 3(2), 64-73.
Ruth, D. & Conners, S. E. (2012). Distance learning in a core business class: Determinants of success in learning outcomes and post-course performance. Academy of Educational Leadership Journal, 16(1), 123-131.
Sheeja, S.R. (2011). Major trends and issues in the field of distance education. Indian Journal of Science and Technology, 4(3), 201-203.
Sizoo, S., Malhotra, N., Naveen, K., & Bearson, J. M. (2003). Preparing students for a distance learning environment: A comparison of learning strategies of in-class and distance learners. Journal of Educational Technology Systems, 31(3), 261-273.
Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
Targamadze, A., Petrauskiene, R., & Rubliauskas, D. (2010). Influence of technologies on quality of distance learning. Electronics and Electrical Engineering Informatics Engineering Sciences, 6(2), 131-134.
Tseng, M. L., Lin, R. J., & Chen, H. P. (2011). Evaluating the effectiveness of e-learning system in uncertainty. Industrial Management & Data Systems, 111(6), 869-889.
United States Distance Learning Association. (2012). http://www.usdla.org.
Wang, J., Solan, D., & Ghods, A. (2010). Distance learning success – A perspective from socio- technical systems theory. Behaviour & Information Technology, 29(3), 321–329.
Wong, W. T. & Huang, N. T. N. (2011). The effects of e-learning system service quality and users’ acceptance on organizational learning. International Journal of Business and Information, 6(2), 205-225.
Wu, W. & Hwang, L. Y. (2010). The effectiveness of e-learning for blended courses in colleges: A multi-level empirical study. International Journal of Electronic Business Management, 8(4), 312-322. www.beykoz.edu.tr www.nces.ed.gov/
www.tuik.gov.tr/PreHaberBultenleri.do?id=10736 www.yok.gov.tr

Citation

Yener, D. (2013). Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System. Contemporary Educational Technology, 4(1), 50-65. https://doi.org/10.30935/cedtech/6091

Yener, D. (2013). Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System. Contemporary Educational Technology, 4(1), pp. 50-65. https://doi.org/10.30935/cedtech/6091

Yener D. Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System. CONT ED TECHNOLOGY. 2013;4(1), 50-65. https://doi.org/10.30935/cedtech/6091

Yener, Dursun. "Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System". Contemporary Educational Technology 2013 4 no. 1 (2013): 50-65. https://doi.org/10.30935/cedtech/6091

Yener, Dursun "Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System". Contemporary Educational Technology, vol. 4, no. 1, 2013, pp. 50-65. https://doi.org/10.30935/cedtech/6091

Yener D. Students' Perceived Service Quality of Distance Learning Courses in a Dual-Mode Education System. CONT ED TECHNOLOGY. 2013;4(1):50-65. https://doi.org/10.30935/cedtech/6091