Khan, Eijaz, Cram, Andrew, Wang, Xiaoxia, Tran, Khanh, Cavaleri, Michelle, and Rahman, Md Jahidur (2023) Modelling the impact of online learning quality on students’ satisfaction, trust and loyalty. International Journal of Educational Management, 37 (2). pp. 281-299.

PDF (Publisher Accepted Version) - Published Version Restricted to Repository staff only

Abstract

Purpose – Critically, to improve and manage online learning quality (OLQUAL), higher education providers need to regularly measure OLQUAL. Hence, a reliable measure of OLQUAL in higher education from the students’ perspective is indispensable. Further, as a pioneer in examining OLQUAL outcomes in the online education context, we assert that satisfaction, trust and loyalty is a global assessment that follows the evaluation of OLQUAL.Amodel that delineates the perceived OLQUAL and its relationship with satisfaction, trust and loyalty are currently absent. Grounded on the cognition–affective–conation framework – this study presents the indicators of perceived OLQUAL and its influence on students’ satisfaction and trust which further influences their loyalty.

Design/methodology/approach – To measure the OLQUAL instrument and proposed relationships – data were collected from 232 online undergraduate and postgraduate students. The results of confirmatory factor analysis measure five dimensions of perceived OLQUAL – comprising system quality, administrative quality, educational quality, transformative quality and social quality. Further, the proposed relationships were tested using structural equation modelling.

Findings – This study has successfully measured a second-order OLQUAL model on five primary quality dimensions (i.e. systems, administrative, educational, transformative and social). The findings confirm that students’ satisfaction alone does not play a mediating role; rather, satisfaction and trust play a sequential mediating role between OLQUAL and loyalty.

Originality/value – Our new model provides a new tool for institutions and researchers to evaluate the quality of online education programs, as well as identify their strategy in developing and providing high-quality online learning to students.

Item ID:	77237
Item Type:	Article (Research - C1)
ISSN:	1758-6518
Keywords:	Cognition–affective–conation model, Online learning quality, Satisfaction, Trust, Loyalty, Structural equation modelling
Copyright Information:	© Emerald Publishing Limited.
Date Deposited:	18 Jan 2023 03:15
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified @ 100%
SEO Codes:	16 EDUCATION AND TRAINING > 1601 Learner and learning > 160102 Higher education @ 100%
Downloads:	Total: 3
	More Statistics