Citation

Liang, Zhi Xin (2023) Online service experience, attitude and citizenship behaviour among students at Malaysian private universities. Masters thesis, Multimedia University.

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Abstract

Online service experiences refers to students’ appraisal of his or her individual’s experience, which includes every interaction with the institutions’ services. While online service experiences is shown to lead students to display their responses and behaviours that characterise the context of where and when a service is engaged, it remains unclear whether similar experience would affect attitude and organisational behaviours. A two-phase data collection and design were employed as follows: (1) exploratory factor analysis (EFA) via 200 responses to identify the online service experiences that students preferred, in which suggested six dimensions; usefulness, enjoyment, the moment of trust, immersion, positive surprise, and peace of mind. (2) confirmatory factor analysis (CFA), another questionnaire with 400 responses to examine the influences of online service experiences on students’ attitude toward the institutions, and citizenship behaviours. Data were collected online and were analysed with AMOS 26.0. The findings indicate that 1) students’ service experiences are a multidimensional model; 2) four online service experiences; usefulness, enjoyment, the moment of trust and positive surprise affect students’ attitude toward institutions, and 3) students’ attitude toward institutions affects citizenship behaviours. The outcome of the study suggests the key to an effective service platform is sustainable usefulness in students’ participation by providing online customer service to solve the platform problems immediately to keep students’ loyalty. Moreover, creative service platform design is suggested to draw students’ attention and make browsing the website more joyful. The institutions and service providers can also promote online payment systems as safe and secure, making online services more trustworthy. Besides that, the institutions can enhance students' surprise by introducing new online resources every week, which provides unpredictable but simple new services. The study also contributes to the body of knowledge about students’ experiences based on empirical evidence.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HE7581 .L53 2023
Uncontrolled Keywords:	Online information services industry
Subjects:	H Social Sciences > HE Transportation and Communications > HE1-9990 Transportation and communications (General)
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	29 Aug 2024 01:34
Last Modified:	29 Aug 2024 01:34
URII:	http://shdl.mmu.edu.my/id/eprint/12876

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