In this study, in order to assess the e-service quality of Payame Noor University based on E-SERVQUAL model, the service superiority gap score was measured. The research methodology was quantitative, in terms of main strategy applied, in terms of research objective desc
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In this study, in order to assess the e-service quality of Payame Noor University based on E-SERVQUAL model, the service superiority gap score was measured. The research methodology was quantitative, in terms of main strategy applied, in terms of research objective descriptive–survey, in terms of analytical technique and library and field study, in terms of implementation strategy. The research population consisted of about 20000 undergraduate and postgraduate sophomores and above studying in Payame Noor University of Ardebil during spring semester of academic year 2010-2011. A multi-stage cluster sampling method was used for the study. Among the universities, the Payame Noor University of Ardebil, another university and a unit were selected randomly. According to Krjci-Morgan table, assuming error α = 0.05 and using cluster method of sampling, the overall sample size was determined 500 and 476 questionnaires were finally analyzable. For data collection, the e-service quality questionnaire (E-SERVQUAL with alpha reliability coefficient .97 for the perceptional level and .95 in for the expectation level) was used. Results from Kolmogorov-Smirnov test (z = .704, p = .703 > 0.05) showed that the data distribution is normal. Data collected was analyzed by using single-sample t-test. Results showed that e-service quality was significantly low in all aspects and components of services. In other words, there was a service superiority gap in electronic service in Payam Noor University and students were unsatisfied with the quality of electronic services.
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