Integrative conceptual framework of student loyalty, service quality, e-service quality and university image in open and distance learning

Abstract

Purpose

The aim of this study is to examine the relationship between the determinants of student loyalty, i.e. service quality, e-service quality and university image in open and distance learning (ODL) based on the theory of reasoned action, in more systematic approach. This study also examines university's image role as a mediator on the relationship between service quality and e-service quality towards student loyalty.

Design/methodology/approach

This paper develops an integrative conceptual framework along with propositions by integrating comprehensive literature, in the field of service quality, e-service quality, university image and student loyalty. Through the review of detail literature and based theory of reasoned action (TRA), it is proposed that service quality, e-service quality and university image would be meaningful attributes towards student loyalty. In addition, it is also contended that university image would mediate the relationship between service quality and e-service quality towards students’ loyalty.

Findings

This paper provides an integrative conceptual framework on service quality, e-service quality, university image and students loyalty in open and distance learning (ODL) context.

Originality/value

None of the models presented in the literature explore the mediation of university image on the relationship between service quality and e-service quality towards student loyalty as the most recent research on the subject envisages.

Citation

Daud, Y.R. and Mohd Amin, M.R. (2023), "Integrative conceptual framework of student loyalty, service quality, e-service quality and university image in open and distance learning", Higher Education, Skills and Work-Based Learning, Vol. 13 No. 3, pp. 560-574. https://doi.org/10.1108/HESWBL-12-2022-0278