A Model for Mobile Learning Service Quality in University Environment

Owing to the rapid development in the field of technology, there is a growing interest in e-learning. However, there are many limitations to it which includes accessibility and mobility that makes educationalists and researchers think of m-learning as a potential alternative tool for providing easy and accessible educational service. Nevertheless, there is a lack of research that addresses the issue of mobile learning service quality in a university environment. Therefore, this study aims to propose a service quality model for m-learning in a university environment. In order to accomplish this, a study was carried out to identify students' perception about m-learning services, and the factors that lead to service quality of m-learning in a university environment. Consequently, the researcher developed and implemented an m-learning system prototype(MLS) in a university environment. This research was conducted in three phases. The first phase was to obtain information about students' perception on m-learning services by conducting a 25- item questionnaire on 97 university students that were randomly selected from different colleges in University Utara Malaysia (UUM). The questionnaire measured six parameters which include the availability of devices, the usage of devices, students' attitude towards technology, students' opinions about prices of hardware, usage and perception about e-learning, and usage and perception about m-learning. The findings revealed that mobile phone is
the most acceptable technology device among the university students, and students who have a positive attitude toward e-learning are likely to have positive attitude toward m-learning. In addition, it was found that obtaining the educational content is the most important m-learning service. Furthermore, high prices of the mobile services and
devices minimize the utilization of mobile learning services. The second phase was meant to identify the factors that lead to service quality of m-learning in a university environment. The researcher administered a 57-item-questionnaire on 258 students representing different colleges of UUM. The questionnaire measured ten dependent
variables and three independent variables. The dependent variables were meant to measure service quality (interface design, reliability, responsiveness, trust, and
personalization), information quality (content usefulness, content adequacy), and system quality (ease of use, accessibility, and interactivity).The dependent variables were meant to measure the causal relationship between overall learners ' perceived service quality, learner satisfaction, and learner behavioral intention to use the service in future. In order to analyze the obtained data, the researcher used structured equation modeling and exploratory factor analysis (EFA). The findings revealed that the factors that lead to service quality of m-learning in a university environment were interface design,
reliability; trust, content usefulness, content adequacy, ease of use, accessibility, and interactivity. The third phase was carried out to implement the findings of the above two phases and present a practical example that reflects the dimensions of mobile learning service quality in a university environment. To accomplish this, the researcher developed the m-learning system prototype (MLSP) using Rapid Application Development (RAD) methodology and object-oriented (OO) approach. This prototype has been developed, tested and implemented at University Utara Malaysia (UUM). The MLSP was evaluated by employing usability testing method; the field experiments based
on the standard tests followed by questionnaire. The findings of the whole study revealed that learners' overall perception about mobile learning service quality is
strongly related to their service' satisfaction which positively affects their behavioral intentions in using mobile learning service in the future.