Using Multimedia E-SERVQUAL to Measure E-learning Quality and Repurchasing Intention - Taiwan Knowledge Bank Case

• Main Authors: Hsiu-Yun Wei, 魏秀芸
• Other Authors: Ming-Hung Shu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/5w3ys5

碩士 === 國立高雄應用科技大學 === 工業工程與管理系碩士班 === 102 === Under the rapid development of electronic information technology, many organizations utilize the Internet to benefit their own performance and competitiveness. This forms a new business model for education industry to promote multimedia E-learning. Since the globalization brings keen competition among industries, the issue “How to obtain outstanding reputation through quality service and good study environment” is important for education industry nowadays, namely quality is essential in the business competition. Therefore, this study focuses on the education industry with digital-teaching material, then aims to analyze its effectiveness. According to SERVQUAL scale proposed by Udo et al. (2011), it includes five dimensions: Tangibles, Reliability, Responsiveness, Assurance and Empathy. However, the study further invented E-SERVQUAL scale which covers five dimensions such as Tangibles, Empathy, Reliability, Responsiveness and Teaching Materials Design. It was used to measure students’ learning quality during their multimedia E-learning. Later, empirical analysis of this study showed significant influence among the dimensions of E-SERVQUAL scale. First, Tangibles shows a positive relationship to E-learning quality. The Empathy shows a positive relationship to E-learning quality. The Teaching Materials Design shows a positive relationship to E-learning Quality. Then, the study extends to a bigger scale by adding three more dimensions: E-learning Quality, Learn Satisfaction, and Repurchase Intention. The results showed Learning Satisfaction shows a positive relationship to Repurchase Intention; meanwhile, Learning Satisfaction shows greater influence to Repurchase Intention than E-learning quality. In the end, the contribution is to provide helpful data for education industry. The results of this study can work as reference material to improve their business model.