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Kevin Hoffman Director of Research

Supporting Online Education: An Examination of Service Quality & Faculty Attitudes in Online Education. Kevin Hoffman Director of Research Fifth International Conference on Asynchronous Learning Networks College Park, Maryland October 9, 1999. Background & Introduction.

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Kevin Hoffman Director of Research

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  1. Supporting Online Education: An Examination of Service Quality & Faculty Attitudes in Online Education Kevin Hoffman Director of Research Fifth International Conference on Asynchronous Learning Networks College Park, Maryland October 9, 1999

  2. Background & Introduction • Developing quality online education programs requires more than just good technology • Campus Computing Project Research • WICHE Study of Student Services in Distance Education • Faculty Perceptions about eCollege.com = Internet-Based Educational Products & Services • Services Include: • 24 x 7 Technical Support/Help Desk • Instructional Design Services • Course Development Services

  3. Service Quality (Berry, Parasuraman, Zeithaml) • Reliability: How dependable and accurate are the support services that are being provided? • Responsiveness: How convienient, available, and prompt are the support services? • Assurance: How knowledgeable and professional are the support staff? • Empathy: How well do support staff understand the needs of users?

  4. Some Practical Uses of the Service Quality Measure • Diagnosing & Monitoring Service Quality Levels • Evaluating Impact of Service-Related Changes • Performance Management

  5. Instructional Design & Course Development Service Quality Survey • Random Sample of 250 Faculty at 20 of our Higher Education Partner Institutions • 18-Item Service Quality Measure • Survey Administered Online via eCollege.com Internet Survey System • 130 Valid Responses, 52% Return Rate

  6. Reliability Analysis: Subscales & Overall Scale

  7. Convergent Validity: Overall Scale • Service Quality Measure and Single-Item Measure of Satisfaction with Instructional Design Support Services (r=.64, p<.01) • Service Quality Measure and Single-Item Measure of Satisfaction with Course Development Support Services (r=.67, p<.01)

  8. Predictive Validity: Overall Scale • Service Quality Measure and Single-Item Measure of Satisfaction with Designing Online Course (r=.57, p<.01) • Service Quality Measure and Single-Item Measure of Satisfaction with Development of Online Course (r=.65, p<.01) • Service Quality Measure and Single-Item Measure of Satisfaction with eCollege.com (r=.81, p<.01)

  9. Survey Results Summary • Good support for the psychometric properties of the measure • Evidence that Service Quality is related to key outcomes variables

  10. For more information, contact: Kevin Hoffman Director of Research (303) 873-3846 khoffman@eCollege.com

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