Ensuring the quality of doctoral student support services in open distance learning

Abstract

This study focuses on student support service quality with particular reference to an Open Distance Learning (ODL) environment. Taking student support services as anchors in mainstreaming ODL, the aims of the study are to develop an instrument that can accurately measure student support service quality in an Ethiopian ODL environment. Simultaneously, it is to investigate an alleged gap between students’ expectations and experiences of service quality in the Ethiopia-UNISA context. In doing so, an attempt is made to determine the students’ level of satisfaction with the student support services provided. The study relies on quantitative methods and a design-based research strategy, which involves iterative and step-by-step processes of investigation. The theoretical framework employed in this study is Gaps Model by Parasuraman, Ziethaml and Berry (1985). Using an instrument of which the possible level of external and internal validity has been ensured, data are collected and quantitatively analysed using a standard Statistical Package for the Social Sciences (SPSS). The data suggest that there are five dimensions that play a cardinal role in the measurement of student support service quality in an ODL context, namely supervision support, infrastructure, administrative support, academic facilitation and corporate image. In the Ethiopian context, there appears to be a discrepancy between students’ expectations and their experiences of the quality of student support services. More than often their expectations exceed their actual experiences of quality service provision. Students’ satisfaction levels are negatively affected by the quality of four of the support services provided by UNISA as measured through expectations and experiences. In contrast, the students’ responses show that they are highly satisfied with the corporate image UNISA holds both in Ethiopia and internationally. From among the five dimensions, however, corporate image and supervision support stand out to be the most important dimensions in contributing to the students’ satisfaction and dissatisfaction, respectively. As a recommendation, this study highlights that these two dimensions must be focal areas by UNISA as more effort must be exerted to build the image of UNISA in Ethiopia and to improve the supervision support provided to students.