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Analysing the Effect of Forced Shifting Towards E- Learning during Covid-19 for Student Perceived Satisfaction Variables and Service Quality Dimensions
 
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Department of Marketing, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia
CORRESPONDING AUTHOR
Asma Zaheer   

Department of Marketing, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia
Publication date: 2021-12-01
 
Adv. Sci. Technol. Res. J. 2021; 15(4):174–181
 
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ABSTRACT
With the rapid spread of COVID-19 posing indefinite lockdowns globally with easy and cheap access to internet, e-learning tools are gaining popularity as a medium of learning. The area of e learning service quality is getting attention. The spate of conferences and webinars were conducted and many educational institutions have shifted from traditional means of teaching to online virtual classrooms. Many researchers previously suggested that acceptance of e-learning courses is influenced by perceived service quality. However, proper measurement e learning service quality is an issue which remains unaddressed. As far as higher education is concerned, the success, of this program shows varied results. There is a lack of studies especially in the area of student’s perception of e learning service quality in higher education context. The study also assesses the technological forced shifting in the area during covid 19. Therefore this study is initiated with a desire to assess e learning quality vis a vis student satisfaction through SERVQUAL model in higher education. In order to accomplish our objectives and in the light of extant literature review and discussion, the study utilizes adapted SERVQUAL scale. This study, Utilized a SERVQUAL Model for measuring e learning among higher education students. The study assesses unidimensionality through (CFA). Analysis was conducted to investigate the reliability and validity of the research scale, and the structural equation model (SEM) to examine the hypothesized model.