In this research, we empirically evaluate the difference between off-line and on-line corporate education services in terms of their service quality levels. Especially, in order to judge the efficiency and effectiveness of the increasingly popular on-line educational service and to provide a deeper understanding on how to improve it, we adopted three dimensions of the well-known service quality measurement, SERVQUAL model, and the other web service-related variables, Convenience, Information symmetry, and Reciprocity. Survey data was collected in a major public corporation and analyzed to see the homogeneity of the statistical relationship of the proposed determinants to the effectiveness of learning and their magnitudes between two services. Findings show that the five dimensions are equally important for both services. Those are Tangible, Reliability, Convenience, Information symmetry, and Reciprocity dimensions. Responsiveness dimension turns out to be an important factor only for on- line educational service. Hypothesis testing reveals that the statistical association between those five variables and a dependent variable, learning effectiveness, are all identically significant except that the Convenience dimension was not an important determinant for a better Learning effectiveness.
[...] In order to compare the effectiveness of education services between online and off-line education service, the SERVQUAL model suggested by Parasuraman, Zeithaml, and Berry is used as a main theoretical basis, seeking for the future improvement of on-line educational service in a corporate training environment. Tangibility, Reliability and Responsiveness variables were selected among determinants of service quality in the SERVQUAL model. In addition, considering the unique characteristics of online education service researched in the previous studies, Convenience, Information asymmetry, Reciprocity variables, were added into the research model. [...]
[...] (Sung-Wan, Kim, 2002) Studies on Service Quality Concepts of Service Quality The efforts to raise competitiveness in the service industry and to improve a service quality have been recently received interests in our society. Quality revolution on service sectors is considered as one to determine the success or failure of firms as it has affected significantly the competitive power of firms on manufacturing sectors (Overveit, 1992). That is because quality services can be a distinctive and effective strategy for securing customers and for acquiring Reliability among severe competition between corporations, consequently they will allow corporations to be successful among any others. [...]
[...] From their point of view, a standard of service quality for information system by Kettinger & Lee(1994,1997), Kettinger, Lee & Lee(1995), Pitt, Watson & Kavan(1995) and others, and a preceding research on the service quality of hotels' information system, intended for the hotel business, (Cho & Wong, 1998; Heo, 2001) have a significant meaning Table 3 Researcher Kettinger and Lee(1994) Kettinger, Lee and Lee(1995) Studies on Information System Quality Scope of Research Constitution Tangibility, Reliability, Responsiveness, assurance, empathy America the Netherlands Korea Hong Kong Reliability, Responsiveness, assurance, empathy Tangibility, Reliability, Responsiveness, assurance, empathy Financial business Consulting firms Information service firms(3) Tangibility, Reliability Tangibility, Reliability, Responsiveness, assurance, empathy Data/Information, HW/SW environment, operation procedure, technological support, security Tangibility, Reliability, Responsiveness, assurance, empathy Kettinger and Lee(1997) Pitt, Watson and Kavan (1995) Grover, et al.(1996) Van Dyke Kappelman and Prybutok (1997) Cho and wong (1998) Analysis of relationships between SERVQUAL and USISF: Internal information service of 342 graduate students, Likert scale of 7 points Information system of America, the Netherlands, Korea, Hong Kong; Comparative analysis of service quality per nation Argued for an availability of SERVQUAL, supplying managemental suggestions, for continual measurement, despite the superiority of SERPERF than SERVQUAL Overall information system; measurement of effectiveness of IS depts. [...]
[...] Especially the off-line education service is recognized to be superior to on-line service in all variables, except for Convenience.(See the table16) 16 Table 16 Comparison of research variables between off-line and on-line education services Variable (On-line/Off-line) Tangibility Reliability Convenience Information asymmetry Reciprocity Learning effectiveness On-line Off-line On-line Off-line On-line Off-line On-line Off-line On-line Off-line On-line Off-line Mean Value t-score - 5.647 8.635 - 19.833 - 10.691 Significance Probability Conclusion Findings of regression tests and paired sample t-tests were summarized in table 17, where the priority shows the relative importance to the variance of the Learning effectiveness and the mean values of all the independent variables for both on-line and off-line educational services. [...]
[...] The effects of Tangibility, Reliability, Convenience, Information asymmetry and Reciprocity variables on Learning effectiveness were tested through a linear regression analysis. When the robustness of a linear regression model was examined, the overall explained variance of the model is (R2 = 0.699 ) and the standard error of estimate is 0.65155 and F variation for the variation of R2 is F variation of significance probability is showing that statistic significance for the model. Table 10 Variance Analysis (Off-line educational Service) Model 1 Regression Residual Total Sum of Squares df Mean Square F Sig .000(a) Table 11 t-Test Results (Off-line educational Service) Unstandardized Coefficients Std. [...]
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