Assessing accounting student satisfaction and service quality in a blended learning environment at Universiti Utara Malaysia

In recent years, Malaysian higher educational institutions have increasingly adopted blended learning models which combining physical and online learning method as a response to the growing demand for flexible learning options. This is particularly post COVID-19 pandemic. However, there is limited research on students' satisfaction towards the service quality in blended learning environment. Therefore, this study aims to assess accounting students’ satisfaction and service quality in a blended learning environment in UUM using HEdPERF model. The study examines variables such as non-academic, academic, reputation, access, programme issues and online learning aspects. The data was collected through an online survey of 130 respondents, and multiple regression analysis was used to analyze the relationships. The Statistical Package for Social Science (SPSS) was employed to analyze the data. The results indicate that academic, reputation, programme issues and online learning aspects had positive significance towards the satisfaction among accounting students in blended learning environment. However, non-academic and access aspects do not significantly affect accounting students' satisfaction in blended learning environment. This study contributes to the existing literature on the assessing accounting students’ satisfaction and service quality in blended learning environment and provides valuable insights for policymakers in implementing the future strategic plan in higher educational institution in Malaysia