Evaluation Of Quality Improvement Dimensions In Distance Education: SMART-AHP Based SERVQUAL Approach

In recent years, distance education programs has become widespread in universities with the presence and development of internet. In distance learning sector where competition is intense, measuring the quality of education is indispensable for sustainability and viability of education programs. In the study, a survey is conducted with 261 students who are enrolled in a program at Dokuz Eylül üniversitesi Uzaktan E？itim Uygulama ve Ara？t？rma Merkezi. Perceptions and expectations of students about the quality of service which they receive, is measured by SERVQUAL scale which is adapted to distance learning. The main quality dimensions of SERVQUAL scale are; Empathy, Assurance, Responsiveness, Reliability and Website Content. The institution's experts evaluated by SMART-AHP which dimension of quality must be improved to achieve best result for the institution. Finally, SERVQUAL and SMART-AHP were used together for the first time in the literature to assess which of the quality dimensions of the institution will improve the quality of services that students perceive most. The study is thought to be able to guide quality improvement strategies to service decision makers and is expected to direct future work due to its framework which is dealing with both service provider and receiver at the same time