EXPECTATION AND SATISFACTION LEVEL ON SERVICE QUALITY AND EFFECT ON BEHAVIORAL INTENTION OF UNIVERSITY STUDENTS: ONLINE EDUCATION PERSPECTIVE

Abstract

Author(s): B├╝?ra B?LG?SEVEN, Emine ANIK, Naz G├ťRPINAR, Yasemin DO?U

Nowadays, online learning systems are very popular in higher education institutions. In this study, students' attitude, expectation were examined in terms of online service quality and behavioral intention. The research was accomplished in April-May 2020 in a period parallel to the online education carried out throughout the world when there was a pandemic and stay-home period, and an online questionnaire was conducted with 433 students who took courses from private and public universities online by easy sampling method. Various results have been obtained from the analysis. Concordantly15, regarding to questionnaire data, the effect of expectation and attitude independent variables on service quality and the effect of service quality on behavioral intention were examined by regression analysis. Also; on the relationships between variables; By conducting difference tests and moderator effect analysis regarding school type and age groups, including gender, education level, state and private school, it was examined whether these demographic and school type variables affect these relationships and remarkable results were obtained accordingly.

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