The Impact of Online Learning Service Quality on Student Satisfaction and Loyalty during the COVID-19 pandemic

Abstract

This study is undertaken to identify the factors affecting students’ satisfaction and loyalty concerning online learning service quality during the COVID-19 pandemic and to investigate the relationship existing between these variables. The target population was the students of Hunan University. Data were collected using a Self-administered questionnaire by 323 students were subjected to structural equation modeling for analysis of the proposed hypotheses. Findings revealed that five independent variables utilized in this study viz. perceived ease of use, reliability, responsiveness, empathy, assurance positively impact on student’s satisfaction except for the factor of responsiveness. Thus, according to the results of this study, there is insufficient evidence of the effect of responsiveness on the satisfaction and loyalty of students. Meanwhile, results also revealed that student satisfaction positively impact on students’ loyalty. All these findings will bring more ideas into online learning during the COVID-19 pandemic. For higher education institutions these five factors are important to have a high standard of satisfaction and loyalty for online learning platforms.