Exploring the quality of students' support services in distance learning environments

Abstract

Delivering education through open and distance learning (ODL) mode imposes upon ODL institutions a responsibility to provide support services deemed adequate to address students’ expectations and learning needs. Student support services are a vital part of academic success in distance learning environments because of the nature of distance education. Therefore, it is critical to provide student support services whose quality levels are acceptable to those who use them. Quality and its measurements are a contentious issue in higher education and distance education. Efforts to help service quality researchers in distance education understand service quality and its evaluation have come from marketing researchers. Among different approaches of service quality assessment is the SERVQUAL model. This study explored and examined the quality of students’ support services in distance learning environments from students’ perspective, using a modified SERVQUAL model. The objectives of the study were to examine students’ expectations and perceptions of the quality of support services; analyse the gaps between expectations and perceptions; develop and validate a service quality model and a scale to evaluate the quality of distance education students’ support services. A sequential mixed methods design was used to collect and analyse the data. Data were collected in two phases. The first phase involved collecting data qualitatively. The qualitative data were used to develop a context specific service quality model and a scale. The model and the scale were validated in the second (quantitative) phase of the study. The results of the study showed that the students’ expectations exceeded the perceived performance levels of the student support services. The largest gaps related to feedback, study material delivery and spaces for quiet learning. The study also found that distance education student support services can be measured by four service quality dimensions, namely: tangibles, reliability, delivery and assurance.