Relations between service quality and students' willingness to pay for online education during COVID-19
by Ahmet Demir; Kezhan Salar Abdulqadr; Bayad Jamal Ali; Pakzad Fadel Saleh; Venkatesh Andavar
Middle East J. of Management (MEJM), Vol. 10, No. 6, 2023

Abstract: This study explores the effects of students' perceived service quality on value, satisfaction, and willingness to pay for an online education during COVID-19. The data were from 250 private university students in the Kurdistan region of Iraq. A hypothesised model was tested using structural equation modelling. The results revealed that empathy and reliability affected students' value and satisfaction, and tangibles, assurance, and responsiveness were variables that did not affect satisfaction and value. Moreover, the matter was the main determinant of the willingness to pay for an online education relative to satisfaction. This study, limited to the Kurdistan region of Iraq, has implications for lecturers and the administration of online teaching because students are a type of customer of private universities, given financial affairs. Moreover, no study has evaluated the links between service quality, value, satisfaction, and students' willingness to pay during COVID-19, making this research valuable for private universities.

Online publication date: Tue, 03-Oct-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the Middle East J. of Management (MEJM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com