Linkages among E-Service Quality, Satisfaction, and Usage of E-Services within Higher Educational Environments
DOI:
https://doi.org/10.18533/ijbsr.v7i3.1040Keywords:
E-service quality, satisfaction, usage frequency, pure services, higher academic institutional environmentAbstract
To date, literature on e-service quality (E-SQ) has mainly beenon conceptualisation and measurement issues within the e-retail environments. Empirical research on E-SQ and its consequences in ‘pure’ service context has not been forthcoming. In expanding knowledge in light of this, this study examined a modified E-SQ scale within a university’s e-services setting. In addition, the linkages existing among E-SQ (in this ‘pure’ service environment) and satisfaction and e-service usage frequency was estimated using SEM in LISREL 8.5 by relying on questionnaire data collected from 318 students of Kwame Nkrumah University of Science and Technology (Ghana). Results obtained provide support for a modified 7-dimension E-SQ scale employed. Further, the results indicated that E-SQ only has significant positive indirect effect on usage frequency through satisfaction. The implication of these results is that firms that provide higher quality of e-services are more likely to satisfy their customers, which would in turn influence their commitment to purchase and re-purchase intent. In the case of the current study, the implication is that, universities with quality e-services would have students finding their e-services to be satisfactory and consequently be consistent in the use of e-services to improve learning and administrative communication. E-services quality therefore has both financial implication for universities in terms of cutting administrative costs, and a ripple effect of students’ perception of quality on the image and competitiveness of the university.
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