Service Quality In Distance Education: A Study Of The University Of Ghana

Abstract

Service quality as a concept has gained tremendous attention among researchers and practitioners in recent times. Within the past two decades a significant number of research works have been done on several issues relating to service quality in Higher Education (HE). Although, some empirical studies have been done in this area in the Ghanaian context it, however, appears that not many studies have been carried out on service quality in Distance Education (DE) in Ghana. In an attempt to contribute to the existing service quality literature, a study on the University of Ghana (UG) Distance Education (DE) programme was conducted. The UG was selected for this study because though it is the oldest university in Ghana, its DE programme is currently at the embryonic stage and to the effect that its first batch of students graduated in April, 2012. Gronroos' (1982; 1990) in his service quality model drew a link between customers' perceived service quality and students' satisfaction. Based on his works, the current study examined the relationship between customers (students ') perceived service quality and their satisfaction of the DE programme. A structured questionnaire was developed and self administered to 500 respondents (level 100 to 400) reading various courses in the UG distance education programme. The students' perceived service quality in UG's DE programme was analysed based on 475 questionnaires completed. The findings established a significant relationship between the indicators of service quality in DE and students ' satisfaction. A number of discussions and recommendations have been put forward based on the findings for effective distance education management practices and for future research purposes.