Research On The Service Quality Measurement And Improvement Of Web Based Learning (wbl)

As a special implication of B2C e-business., web based learning breaks through the constraints of time and space, and has a lower fee. Meeting the education requirement of learners of different ages, WBL become a promising industry. Data indicated that Chinese web based learner would reach 29 million, and its maketing scale would reach 40,5 billion. However, iresearch's survey indicated that some problems, such as learners'mistrusting and worrying about WBL's service quality, dissatisfacting with WBL are now hampering WBL's development in some extent. Studing on WBL service quality's measuring and improving is one of the most important issues for WBL institutions and academies.Compared with traditional learning, web based learning has plentiful learning activites and interactive methods, with which we can conduct a variety of learning combinations in the dimentions of time and space. And as a result, traditional classroom education theory could not be used to measure WBL's service quality. Meanwhile, web based learning involves multi-party interaction in the process of offering teaching and learning service, so user's feeling of service quality is not simply feeling of web service. So web service quality theory could not apply to WBL either. Establishing a specialized servie quality measuring system for web based learning becomes a pressing problem.Academic researches on WBL service quality are far away form enough. The exsiting researches are almost qualitative researches in education and phychology views. And the indicaters in the literitures are not general enough, and unoperational. With the development of network technology, WBL activities are enriched, and synchronous and asychronous learning are integrated in the same system. However, the exsiting researches almost fucosed synchronous learning or asychronous learning. The application of conclusions are also restricted.Reffered to 6δ's'D-M-A-I-C'process management method and service quality management theories, this paper explored into WBL service quality evaluation and improving from the perspective of WBL institution, which is innovative. This paper will answer the questions: what kind of learning platform should WBL organization construct? What services should they supply in the platform? How to measure and assess the services supplied so as to meet learners'requirement and enhance WBL organization's business. We mainly did the folloing work:Firstly, we analyzed the process of web based learning, figuring out the two critial problem in WBL: how to make consumer accept WBL system and what kind of service should WBL institution provide to satisfy consumers so that they can get a better outcome.Then, we evalutated the critical affecting elements in the process of consumer acception. Reffered to web success model and TAM, we put forward some indicators. Empirical study showed that system quality and interaction quality play a significant role in consumer's acception of WBL system. Consumer satisfaction is positively related with content quality, while its affectiveness is not significant.After that, we evaluated the critical affection elements associated to learning outcome. Data showed that system quality, content quality, and learner's satisfactory with asnychonous interation are crucial to learners'outcome. Besides, personal factors, such as education also can affect.Based on the above research, we put forward WBL evluation indicator system and WBL service gap model, pointing out the key to improve service quality.Finally, according to the conclusions, we gave some service quality improvement strategies and paths on the application oriented Educational Testing Service Platform for lifelong learning, which is specialized and operational.