Impacts Of Service Quality, Satisfaction AndPersonal Factors On Student Retention InOpen Distance Learning Institutions InMalaysia
2010
The purpose of this study was to determine the impacts of service quality, student
satisfaction and personal factors on student intention to complete study in open distance
learning (ODL) institutions. A cross-sectional survey design was employed in this
study. Data was collected during the period from October to December, 2009 from a
nation-wide random sample of 450 Open University Malaysia (OUM) undergraduate
students. Several statistical techniques were used to analyse the data and they include
producing frequency counts for generating descriptive statistics. In addition, factor
analysis was used to identify and confirm the factors of service quality, student
satisfaction and student retention. Multivariate analysis was also used for testing
hypotheses and measuring the impacts of factors on student retention. The study
findings based on 342 usable questionnaires indicated that service quality and its four
dimensions (tangibility, reliability, responsiveness, and assurance) had positive impacts
on overall satisfaction. However, the empathy dimension did not have any effect. Five
factors were found to have effects on student intention to complete study in OUM. They
were: student satisfaction, goal commitment, family support, study habits and number
of semesters attended. However, service quality had no effect. The findings indicated
that low student retention in ODL institutions was attributed not only to student
satisfaction but also to a combination of personal factors. It follows that the key to an
effective retention strategy is for ODL institutions to provide quality support services
that meet the satisfaction of the students. Additionally, ODL institutions should help the
students to overcome their personal problems. (Abstract by author)
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