The role of digital learning toward students' satisfaction and university brand image at educational institutes of Pakistan: a post-effect of COVID-19. Issue 2 (10th September 2020)

• Record Type: Journal Article
• Authors: Shehzadi, Sidra; Nisar, Qasim Ali; Hussain, Muhammad Sajjad; Basheer, Muhammad Farhan; Hameed, Waseem Ul; Chaudhry, Naveed Iqbal
• Is Part Of: Asian education and development studies. Volume 10:Issue 2(2021)
• Page Start: 276
• Page End: 294
• Publication Date: 2020-09-10
• Subjects: Coronavirus -- Information and communication technology -- E-Service quality -- E-Information quality -- E-Learning -- E-Word of mouth -- Student satisfaction -- University brand image; Education -- Social aspects -- Asia -- Periodicals; Education -- Economic aspects -- Asia -- Periodicals; Education -- Asia -- Periodicals; 370.95
• DOI: 10.1108/AEDS-04-2020-0063
• Languages: English
• ISSNs: 2046-3162

Abstract

Abstract : Purpose: This study is undertaken to examine the role of information and communication technology (ICT), e-service quality and e-information quality towards brand image of universities by concentrating on students' e-learning, e-word of mouth and satisfaction. Design/methodology/approach: The target population was the students of public and private universities in Pakistan. Data collected using an e-questionnaire by 408 students were subjected to PLS-SEM for analysis. Findings: Findings revealed that ICT, e-service quality and e-information quality are positively contributed toward students' e-learning which ultimately leads to create positive e-word of mouth and students' satisfaction. Meanwhile, results also identified that e-word of mouth and students' satisfaction lead to generate a positive brand image of universities. Practical implications: This study has unique implications for universities to develop an e-learning platform to facilitate their students in this situation of COVID-19. It provides guidelines for educational institutions to implement the learning management system effectively with a view to facilitate the students with education. Originality/value: This study has novel contribution in literature in the domain of digital learning. It is unique in a way to integrate the usage of technology with students' e-learning and satisfaction that ultimately create brand image of universities.