Sustainability of post-graduate program at Open University Malaysia (OUM) : an importance-performance analysis

Ramli Bahroom, and Latifah Abdol Latif, and Ng, Man San (2008) Sustainability of post-graduate program at Open University Malaysia (OUM) : an importance-performance analysis. In: 8th Annual SEAAIR Conference , 4-6 November 2008, Surabaya, Indonesia.

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Abstract

Identifying the important aspects of the services provided to learners and measuring the institution’s performance in providing those services are critical in ensuring continual acceptance and long-term sustainability of an institution’s academic programmes. In this regard, a study was undertaken using the importance-performance analysis (IPA) to identify the strengths and weaknesses of services provided to the post-graduate learners of OUM. A random sample survey was employed using a questionnaire containing 46 service-items, grouped into 8 dimensions which are pertinent to open and distance learning (ODL). The data was obtained from 231 learners from 10 state learning centres throughout the country. A regression analysis was carried out to determine the factors that influence learners’ perception on quality, their level of satisfaction and intention to stay. The results show that the learners’ ratings for expectations and performance are high as indicated by the mean importance and performance scores of 6.1 and 5.5 out of a 7- point Likert Scale, respectively. Learners’ perception of the quality of services was found to be influenced by three dimensions, namely, responsiveness, assurance and accessibility (R2 =54.3%), while their level of satisfaction was attributed to responsiveness, assurance and affordability (R2 =52.4%). Another pertinent finding in the context of OUM is that learners’ intention to stay is influenced by affordability and flexibility. The study has obvious implications on OUM’s efforts to ensure the long-term sustainability of its postgraduate programmes. One of the principal outcomes of the study is that OUM needs to strengthen its academic-related services and reduce those not directly academic-oriented. The other outcome is that OUM needs to strengthen its staff’s responsiveness to learners’ requirements. (Authors' abstract)

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