creators_name: Ramli Bahroom, 
creators_name: Latifah Abdol Latif, 
creators_name: Ng, Man San
type: conference_item
datestamp: 2011-04-19 00:28:39
lastmod: 2013-06-06 07:53:46
metadata_visibility: show
corp_creators: Open University Malaysia
title: ODLPERF: An Instrument For Measuring Service Quality In An Open And Distance Learning (ODL) Institution

ispublished: pub
subjects: LC5201
subjects: LC5800
full_text_status: public
pres_type: paper
keywords: Service quality in ODL ; attrition rates ; measuring service 
quality for ODL institutions. 
abstract: Service quality is important in higher education institutions, particularly in an open and distance 
learning (ODL) environment, where learner attrition rates are generally higher than that of their 
conventional counterparts. This has led to a rigorous quest for an effective service quality 
measurement instrument to provide the institutions with the appropriate information that would help 
meet the expectations of the students in the provision of quality study programmes, teaching and 
learning and other educational services. This paper reports on a study that was carried out at Open 
University Malaysia (OUM) to develop an instrument referred to as ODLPERF for measuring service 
quality for ODL institutions. The study employed a 29-item Importance-Performance Survey 
questionnaire that was administered randomly to 2,491 under-graduate learners of OUM in 2008 of 
which 894 were finally returned and used in this study. Using the AMOS 16.0 computer package and 
applying the methods of exploratory and confirmatory factor analyses, the study identified four 
factors, namely tangibles, reliability, assurance and empathy as the key dimensions of service quality. 
The four-factor model was analyzed based on the maximization likelihood (ML) estimation method. 
The recommended goodness-of-fit indices of the model were found to be within tolerable ranges 
(RMSEA =0.06, GFI=0.94, AGFI=0.92, CFI=0.95), suggesting that the model provides a close fit to 
the data. The scales were also found to show acceptable internal consistency reliability with both Cronbach’s Alpha and construct reliability ranging  from 0.8 to 0.9, above the recommended 
threshold of 0.7. To provide evidence of high convergent validity, the standardized loading estimates 
for each of the four dimensions were found to be above the recommended threshold of 0.5. The 
average variance extracted (AVEs) were also found to be within the acceptable range of 0.5-0.6. The 
discriminant validity for the four dimensions was evident as the AVEs were found to be equal to or 
greater than the squared correlations between any two dimensions. Collectively, the above tests 
provide reasonable support for reliability and validity of the service quality construct. This suggests 
that the proposed ODLPERF is a valid and reliable instrument to measure service quality in an ODL 
institution.  (Abstract from authors)
date: 2009-11-03
event_title: 23rd AAOU Annual Conference 2009
event_location: Tehran, Iran
event_dates: 3-5 November 2009
event_type: conference
refereed: TRUE
citation:   Ramli Bahroom,  and Latifah Abdol Latif,  and Ng, Man San  (2009) ODLPERF: An Instrument For Measuring Service Quality In An Open And Distance Learning (ODL) Institution.  In: 23rd AAOU Annual Conference 2009, 3-5 November 2009, Tehran, Iran.     
document_url: https://library.oum.edu.my/repository/564/1/ODLPERF.pdf