Abstract
This study utilized the Kano model to practically identify the key attributes of online service quality of e-learning education companies. Along with a review of theoretical sources related to service quality, this paper placed similar attributes into the same cluster and finalized four constructs, i.e., reliability, responsiveness, competence, and engagement. In addition, consumer perception plays a mediating role in the relationship between online service quality and online purchase intention, while online customer referral is taken as a moderator indirectly influencing customer perceptions because people like to share their purchasing and usage experiences online. Subsequently, a structured questionnaire was designed and survey data were collected from 418 respondents through various social media. Hypotheses were tested using the structural equation modeling (SEM) and SPSS Process Model 4 and 7. The outcomes show (1) consumer perception significantly mediates the relationship between online service quality and online purchase intention, and (2) online customer referral has a profound effect on consumer perception, indicating that it indirectly affects purchase intention. Online customer referral, therefore, may help e-learning education companies to improve service quality with key features that better positions them to target online learners.
Highlights
Information technology generates online platforms for companies and has changed the way business is managed
The paper appropriately concluded that all of the questionnaire items showed a high degree of internal consistency and that their factors were appropriate to be used for further analysis
The effect of XOSRVQUL on MCP for cases falling at the mean on WOCR was statistically significant (b = 0.3645; SE = 0.0761; p = 0.0000; 95% CI = [0.2149, 0.5140])
Summary
Information technology generates online platforms for companies and has changed the way business is managed. E-learning education companies are more beneficial during the Covid-19 crisis due to the fact that the need for social distancing has dramatically increased the usage of e-learning. This growing tendency has drawn great attention toward comprehending the differences in learning quality between online and traditional (offline) teaching methods. To a great extent, learning outcomes largely depend on some key attributes of online service quality and affect online purchase intention. In this regard, studies that measure the dimensions of online service quality on purchase intention in an online learning context are relatively limited. The primary purpose of this paper is to fill this gap by exploring attributes of online service quality in the online education industry
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