Quality assessment of E-learning website using asymmetric impact–performance analysis and Kano’s customer satisfaction model: a case study based on WebQual 4.0
| DOI | https://doi.org/10.1108/IDD-08-2021-0083 |
| Published date | 09 May 2022 |
| Date | 09 May 2022 |
| Pages | 35-46 |
| Subject Matter | Library & information science,Library & information services,Lending,Document delivery,Collection building & management,Stock revision,Consortia |
| Author | Mohammadreza Esmaeili Givi,Hamid Keshavarz,Zahra Kargar Azad |
Quality assessment of E-learning website using
asymmetric impact–performance analysis and
Kano’s customer satisfaction model: a case
study based on WebQual 4.0
Mohammadreza Esmaeili Givi
Public Administration, Faculty of Management, Faculty of Governance, University of Tehran, Tehran, Iran
Hamid Keshavarz
Laboratory for Social and Cognitive Informatics, National Research University Higher School of Economics, St. Petersburg, Russia, and
Zahra Kargar Azad
Library and Information Science, Faculty of Management, University of Tehran, Tehran, Iran
Abstract
Purpose –Using asymmetric impact–performance analysis for examining an asymmetric relationship between user satisfa ction and website
features, the present research aims to identify features of high priority for quality improvement. For doing so, the current research was conducted in
the context of the E-learning website of the most prestigious university in Iran, namely, the University of Tehran.
Design/methodology/approach –The main question was which of the three groups of basic, performance and excitement factors has the required
dimensions of the quality of the website based on the model WebQual 4.0 by considering Kano’s user satisfaction model and impact–performance
analysis. This is a descriptive survey, applied and cross-sectional study. The study population included Tehran Unive rsity’s students who enrolled in
virtual courses in the academic year 2020–2021 from which a sample of 457 students was selected. The data collectio n tool was the questionnaire
of Webqual 4.0, as well as a researcher-made questionnaire to measure end-user satisfaction.
Findings –Using structural equation modeling and multiple regression, the findings showed that the customer’s overall satisfaction with the
mentioned website is primarily affected by the feature interaction with services, including the two struc tures of trust and empathy, and then the
dimensions of usability and quality of information. Examining the Webqual 0.4 dimensions indicated that the website usability dimension is a part of
the high-performance excitement factors group, the information quality dimension is a part of the high-performance basic factors group and the
website interaction dimension is in the low-performance basic factors group.
Originality/value –The research is highly innovative taking the theoretical model of Kano and methodological in vestigation of asymmetric impact–
performance analysis into consideration alongside the WebQual 4.0 as a fundamental model for website assessment. Moreover, the research was
conducted on an E-learning website, which is unique and a necessity amid the COVID-19 pandem ic.
Keywords Website quality assessment, WebQual, User satisfaction, Kano’s model, Asymmetric impact–performance analysis, E-learning
Paper type Research paper
1. Introduction
Nowadays, the need for quality websites for schools,
universities and other educational institutions is constantly
increasing (Dueñas et al.,2021). Such an issue has raised some
concerns about the effectivenessof their websites, especially the
lack of interaction features (Eppleret al.,2003;He et al., 2017;
Shahin et al., 2014). In business, the poor quality of a website
would lead to minimum competition and an increase in costs
(Lin and Vlachos, 2018), while providing better
communicationchannels would lead to an increase in customer
satisfaction, as well as a competitiveadvantage (Karatepe et al.,
2005). E-learning websites act as the main link between
learners and e-service providers.It is not just an online channel
for disseminating informationabout services and products, but
it could broaden many functions and tasks (Bressolless and
Nantel, 2004;Tseng,2020). Consequently, E-learning website
quality should be considered as a critical factor in its success
(Caber et al., 2013) and quality evaluationshould be examined
more accuratelyfrom the learners’perspective.
Achieving customer satisfaction and subsequently their
attraction andretaining is considered as the principle of survival
The current issue and full text archiveof this journal is available on Emerald
Insight at: https://www.emerald.com/insight/2398-6247.htm
Information Discovery and Delivery
51/1 (2023) 35–46
© Emerald Publishing Limited [ISSN 2398-6247]
[DOI 10.1108/IDD-08-2021-0083]
The work of Hamid Keshavarz was (partially) funded from the Basic
Research Program at the National Research University Higher School of
Economics.
Received 10 August 2021
Revised 5 January 2022
23 February 2022
Accepted 17 April 2022
35
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