Understanding the Effect of University Service Quality on Student Loyalty to Online Learning Adoption in the Light of COVID-19 Pandemic
DOI:
https://doi.org/10.24191/jikm.v12i2.5822Keywords:
Student loyalty, service quality, COVID-19, pandemic, information managementAbstract
The COVID-19 pandemic has caused significant disruption to a wide range of human activities, with academic commitment at universities being one of the most important. By the end of COVID-19, everyone will recognise that universities cannot be held responsible for the adoption of online studies. However, in the context of the COVID-19 pandemic, it is critical to investigate the relationship between "University Service Quality" and "Student Loyalty" in order to better comprehend the impact of online learning adoption. Studying the Influence of university service quality on student loyalty to online learning adoption in the context of the COVID-19 pandemic, on the other hand, will lead to greater understanding of how students' commitment to online learning is linked to how satisfied they are with their university's services in the wake of the COVID-19 outbreak. As a result, a focus group experiment was conducted with university students to determine their level of loyalty towards their universities based on their online studies instead of face-to-face. According to the findings, students believe they should be compensated in some way because they paid for face-to-face instruction while receiving online instruction. The universities should not charge the same amount for online learning as it does for face-to-face study. Consequently, they lost a lot of faith in the university, and their loyalty to the university dropped drastically.
References
Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446- 462.
Awang, A. I. Sabo. Z. A (2018). Conceptual Framework to Examine the Effects of Service Quality, Organisational Image and Satisfaction on Loyalty Towards Public Higher Education Institutions in Kano State, Nigeria. European Journal of Business and Management 10 (36), 1-6.
Azlan, C. A., Wong, J. H. D., Tan, L. K., Huri, M. S. N. A., Ung, N. M., Pallath, V., ... & Ng, K. H. (2020). Teaching and learning of postgraduate medical physics using Internet-based e-learning during the COVID-19 pandemic–A case study from Malaysia. Physica Medica, 80, 10-16.
Baticulon, R. E., Sy, J. J., Alberto, N. R. I., Baron, M. B. C., Mabulay, R. E. C., Rizada, L. G. T., & Reyes, J. C. B. (2021). Barriers to online learning in the time of COVID-19: A national survey of medical students in the Philippines. Medical science educator, 31(2), 615-626.
Case, J. B., Winkler, E. S., Errico, J. M., & Diamond, M. S. (2021). On the road to ending the COVID-19 pandemic: Are we there yet? Virology, 557, 70-85.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Dumrongsuntithum, C., & Wongleedee, K. (2019). Benefits of Personality Development Training. Proceeding of the ICBTS.
García-Morales, V. J., Garrido-Moreno, A., & Martín-Rojas, R. (2021). The transformation of higher education after the COVID disruption: Emerging challenges in an online learning scenario. Frontiers in Psychology, 12, 196.
Iranmanesh, M., Annamalai, N., Kumar, K. M., & Foroughi, B. (2022). Explaining student loyalty towards using WhatsApp in higher education: an extension of the IS success model. The Electronic Library.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2018). Qualitative data analysis: A methods sourcebook. Sage publications
Mostafa, R. B., & Hamieh, L. (2022). How CSR Activities Affect Student Attitudinal and Behavioral Loyalty in the Lebanese Educational Sector?. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-17.
Nguyen, T. D., Grant, D. B., & Bovis, C. (2018, June). Customer loyalty of different strategic groups in grocery retail. In the ui annual nofoma Conference (p. 561).
Pham, H. H., Lai, S. L., & Vuong, Q. H. (2019). The Role of Subjective Task Value in Forming Satisfaction and Loyalty Among Vietnamese International Students: A Structural Equation Model. The Asia-Pacific Education Researcher, 1-11.
Putri, R. S., Purwanto, A., Pramono, R., Asbari, M., Wijayanti, L. M., & Hyun, C. C. (2020). Impact of the COVID-19 pandemic on online home learning: An explorative study of primary schools in Indonesia. International Journal of Advanced Science and Technology, 29(5), 4809-4818.
Roy, S. K., Shekhar, V., Lassar, W. M., & Chen, T. (2018). Customer engagement behaviors: The role of service convenience, fairness and quality. Journal of Retailing and Consumer Services, 44, 293-304.
Sabo, A. I., & Yahaya, S. (2019) Factors Influencing Farmers ‘intention to Use Jaizagro Scheme (Jas) Salam Financing In Sumaila Local Government Kano, Nigeria. International Journal of Economics, Commerce and Management 7 (4), 660-675.
Saikat, S., Dhillon, J. S., Wan Ahmad, W. F., & Jamaluddin, R. (2021). A systematic review of the benefits and challenges of mobile learning during the COVID-19 pandemic. Education Sciences, 11(9), 459.
Sari, T., & Nayır, F. (2020). Challenges in distance education during the (Covid-19) pandemic period. Qualitative Research in Education, 9(3), 328-360.
Watermeyer, R., Crick, T., Knight, C., & Goodall, J. (2021). COVID-19 and digital disruption in UK universities: Afflictions and affordances of emergency online migration. Higher Education, 81(3), 623-641.
Wiklund, F., & Jansson, S. (2019). Employee Loyalty and the Factors Affecting It: A qualitative study comparing people with different working experience on their view of employee loyalty.
Zalat, M. M., Hamed, M. S., & Bolbol, S. A. (2021). The experiences, challenges, and acceptance of e-learning as a tool for teaching during the COVID-19 pandemic among university medical staff. PLoS One, 16(3), e0248758.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright of articles that appear in the journal belongs exclusively to Faculty of Information Science, Universiti Teknologi MARA (Publisher). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.
