Document Type : Research Paper
Authors
1 Assistant Prof. in Department of Sport Management, Payam Noor University, Tehran, Iran
2 Associate Professor of Sport Management Payam Noor University
Abstract
The purpose of this study is to investigate the effect of the quality of electronic educational services on the loyalty of physical education students at Payam Noor University of Karaj, with the mediating role of satisfaction. The research design is descriptive-correlational, applied, and cross-sectional.
The statistical population consists of all undergraduate and postgraduate students majoring in Physical Education as of October 2024. A sample of 216 students was selected using a non-random (convenience) sampling method.
Data were collected using standardized questionnaires, including Chen and Lin’s Satisfaction Questionnaire (2019), Pham et al.'s E-Learning Service Quality Questionnaire (2019), and Allen’s Customer Loyalty Questionnaire (1990). Data analysis was conducted using SPSS and AMOS software.
The results of the analysis indicate that the quality of e-learning services has a positive and significant impact on users' satisfaction and loyalty. In particular, satisfaction, as a mediating variable, plays a crucial role in strengthening the effect of service quality on loyalty.
Given the increasing number of Internet users and the growing trend toward e-learning, it is essential to improve the quality of educational services, especially at universities. These findings highlight the importance of enhancing e-learning service quality and demonstrate that universities must respond to students' needs and take proactive steps to improve both the learning experience and welfare services.
Ultimately, this analysis emphasizes that focusing on service quality can not only increase student satisfaction but also foster greater loyalty, thereby contributing to the long-term success and sustainability of educational institutions.
Keywords
- E-learning in physical education
- mediating role of satisfaction
- student interaction and educational services
- online educational services
- improving learning experience
Main Subjects
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