Key Factors For Determining Student Satisfaction in Distance Learning Courses: A Study of Allama Iqbal Open University (Aiou) Islamabad, Pakistan
Key Factors For Determining Student Satisfaction in Distance Learning Courses: A Study of Allama Iqbal Open University (Aiou) Islamabad, Pakistan
Key Factors For Determining Student Satisfaction in Distance Learning Courses: A Study of Allama Iqbal Open University (Aiou) Islamabad, Pakistan
ABSTRACT
In this paper, the primary objective of the research team was to find out the
relationship between student satisfaction and the following variables of the distance
learning environment: instructors' performance, course evaluation and student-
instructor interaction. The sample consisted of 245 students of Allama Iqbal Open
University of Pakistan. The purpose of this study was to address the most recent
problem of AIOU students relevant to their distance learning. The problem was that
most of the people in Pakistan perceived distance learning as poorer quality.
Therefore, the researchers conducted this study to find out whether it's only people
perception or there is any thing in reality about the poorer outcome of the distance
learning students as compare to traditional students. By using correlation, regression
and descriptive analysis, it was found that just like the traditional education, in
distance learning education at AIOU, enough interaction take place between students
and their instructors, courses are up to date and well designed, instructors are
devoted, motivated and equipped with the required skill and knowledge. Moreover,
the faculty at AIOU is delivering distance learning courses that meet the students'
needs in regard to students-instructor interaction, instructor performance and course
evaluation.
INTRODUCTION
The World Wide Web (WWW) has become a valuable educational means and offer
new educational experience for students which were not earlier possible. In recent
years the growth of online educational programs has been fueled by the advancement
of the internet and modern information technology that changed the face of
education (Sher, 2008). Due to advancement of the latest technology, online
education has emerged as an alternative or at least a considerable supplement to
traditional mode of teaching and learning (Waits & Lewis, 2004). Especially, in higher
education online education is increasingly becoming common and emerging as an
opportunity for delivering entire education online (Johnson, 2004). In academia
through online classes, universities now have the ability to provide distance learning
opportunities for students--- Full-time or part-time, traditional or non-traditional and
international, who perhaps have had limited access to advanced educational
opportunities (Bartley et al., 2004).
The rising demand and growing consumer experience with flexible education
programs to support career development and life long learning increase people
expectations for quality instructions, effective educational outcomes, and finally
satisfaction for learning (Debourgh, 1999).
114
Allen et al. (2002) and Wang (2003) argued that in any educational institution,
satisfaction of a student can be determine from his level of pleasure as well as the
effectiveness of the education that student experience. Since, students with higher
levels of satisfaction towards various aspects of e-learning courses are also reported
considerably higher levels of learning, than students with low level of satisfaction
(Fredericksen, 2000). In this regard, management specifically instructors of e-
learning courses can increase their students' satisfaction by considering the primary
factors of student satisfaction (Ho et al., 2002).
The term distance learning also used interchangeably with terms e-learning, online
learning, online collaborative learning, virtual learning, web based learning and
technology-mediated learning. In the past, few relevant studies have been conducted
on the use of distance learning environment in Pakistan. Though, current research
paper deals with several factors as influencing students’ satisfaction with distance
learning in Pakistan. In this perspective, the primary objective of this research paper
was to find out the relationship between student satisfaction and the following
variables of the distance learning environment: instructors' performance, course
evaluation and student-instructor interaction.
This study was carried out by keeping in view the increasing demand of distance
education not only in Pakistan but all over the world. Right now there is only one
degree awarding universities in Pakistan which is providing distance education i.e.
Allama Iqbal Open University (AIOU). In this paper we focused on AIOU. The Allama
Iqbal Open University was established in May, 1974 at Islamabad, Pakistan and was
the first Open University in Asia, and the biggest university in the country with course
enrolment of 1,806,214 by the year 2004-2005. The AIOU established over 1400
study centers, 9 regional campuses, 23 regional centers, 90 part-time regional
coordinating offices throughout Pakistan. Basically, AIOU is a distance education
institution that offers education of multi disciplinary from basic to doctoral level
programs. In AIOU more than 70 percent students are employed and the rural-urban
distribution of the students are 58% and 42% respectively. Moreover, female
enrolments are more than 50 percent. Internet, audio and video lectures, along with
correspondence of the instructors are used as a medium of instruction as well as a
source of information. In addition, these lectures are broadcasts on television and
radio, and also CDs of these lectures are available for the students.
Actually this study was carried out to address the most recent problem of AIOU
students, relevant to their distance learning. The fact is that most of the people in
Pakistan perceived distance learning as poorer quality.
115
Entrepreneurs, private employers and many corporate companies' executives have
the same mentioned perception. Moreover, they are not ready to accept this
argument that distance learning students do just or even better than face to face
classroom students. Instead of the fact that AIOU degree is accepted and recognized
by the government, getting jobs, particularly good jobs are very difficult for these
students. Therefore, the researchers conducted this study to find out whether it's only
people perception or there is any thing in reality about the poorer outcome of the
distance learning students as compare to traditional students. That’s why we asked
different questions to AIOU students about their satisfaction regarding instructor
performance, student-instructor interaction and course evaluation.
LITERATURE REVIEW
Student Satisfaction
The dynamic expansion of online teaching and learning has been boosted significantly
by the rapid development of the internet and various web resources, having a
tremendous impact on the quality of teaching and learning (Kramer, 2000). Zaidel
(2007) added that due to use of information technology for education purpose,
innovative and advance ways of communication came in to being, which change the
preference of students from traditional learning to distance learning. Further more,
the availability of distance education, the course offerings, and the increasing number
of students enrolled, all speak to the importance of this method of instruction
(Zapalska & Brozik, 2006). Brownson and Harriman, (2000) argued that students in
distance learning do just or even better than face to face classroom students.
Besides, Johnson et al. (2000) made a comparative research study and did not found
any significant difference in the effectiveness of online learning versus face to face
course learning for students
An instructor has a definite role to make online environment successful. For this
purpose, instructors must ensure required level of interactions and discussions with
their students (Hong et al., 2003). However, interaction is different in this
environment (Walker & Hackman, 1991) with more emphasis on the teacher’s role as
a mediator between the student and materials (Beaudoin, 1990) or between the
student and the technology (Hillman et al., 1994). Therefore, teachers must
understand the increased diversity of learners, and then accordingly determine test
116
formats, assessment practices, and assessment strategies (Banerjee & Brinckerhoff,
2002), which might persuade and motivate students to accept e-learning
environment (Selim, 2005).
In e-learning, there are some certain factors and conditions which are important for
the professional development of the instructors, and to enhance the teaching quality
of instructors, it is necessary for the instructors to consider these factors (Louden,
2000). Jensen (1993) conducted a research in which he collected data together from
students and instructors, and concluded that instructions in distance learning entail a
different set of skills, and involve different responsibilities.
117
preference for innovative course delivery such as collaboration through ongoing
interaction with peers and instructors, case studies, readings followed by discussions.
According to Inman et al. (1999), students expect three things from an instructor in
the distance learning environment, which are helpful materials for interacting with
the distance learning medium, some on-campus session and finally his availability at
the time when they needed.
Besides, Swan (2001) also reported three factors i.e. interaction with instructors and
active discussion among course participants and clarity of course design which
significantly influenced students' satisfaction and perceived learning. Similarly, Shea,
Pickett, and Pelz (2003) argued that following issues are highly correlated with
students satisfaction level in e-learning courses; instructional design and
organization of the e-learning courses, instructors direct interaction with students
and instructors discourse facilitation. According to Levin et al. (1990), students
perceive that discussions in distance learning are more equitable and democratic than
face-to-face classroom discussions. While Swan et al. (2000) argued that students
preferred consistent course structure so that navigation does not change from one
course to another. Yang and Cornelius (2004) found that students became frustrated
when their courses were poorly designed, and when instructors did not participate in
discussions or responded to questions within a very limited time (Zeng & Perris,
2004). There may be a possibility that this frustration may translate into a poor
learning outcome for students.
Student’s
Satisfaction
Student- Course
Instructor Instructor Evaluation
Interaction Performance
S1 S2
S3 S4 I1 I2 I4I3 I6I5 I7 I8 I9 C1 C1 C1 C1 C1
S5
Research Hypothesis
The following hypotheses have been developed from the literature review:
H1: Instructor performance will be positively related to the student’s
satisfaction.
H2: Student-instructor interaction will be positively related to the student’s
satisfaction.
H3: Course evaluation will be positively related to the student’s satisfaction.
METHODOLOGY
Subject
In order to investigate the relationship between key factors for determining student
satisfaction in distance learning courses, a structured questionnaire was circulated
118
among students of AIOU in Pakistan, using convenience sampling method. As AIOU
was the only university which are providing distance learning education in Pakistan,
that’s why researcher chose it. The sample size comprised of two hundred and forty
five students of AIOU
Procedure
Research team made a visit of AIOU main campus in Islamabad and collected data
from the students. For this purpose, firstly researchers briefed them about the
purpose of this study and the variables along with their item, which were in the
questionnaires.
Measure/Instrument
To measure the student satisfaction, six items were adapted from the study of
Arbaugh (2000). These items focus on students’ satisfaction, their perceptions of its
quality and their intention of taking future courses via distance learning. To measure
the student-instructor interaction, five items were adopted from the study of
Johnson, Aragon, Shaik, and Palma-Rivas (2000). Likewise, a College of Education,
Texas Tech University teaching evaluation scale items of fall 2001 were used to
measure instructor performance and course evaluation (Tallent-Runnels at al., 2005).
The questionnaire has two parts and comprised of 26 items. . First section included
demographic information and the next section contained the variables items. The
demographic profile included four items:
Gender,
age,
student type and
educational level.
Each of the items was measured using five-point Likert-type scales, ranging from 1 as
strongly disagree to 5 as strongly agree. Table: 1 reveals the demographic profile of
the respondents.
Table: 1
Respondents’ Demographic Profile
Frequency %
Gender
Male 131 46.5
Female 114 53.5
Age
Between 20 to 25 77 68.6
Above 25 168 31.4
Student’s type
Part time 156 63.7
Full time 89 36.3
Academic program
Intermediate
Intermediate 18 7.3
Bachelors 48 19.6
Master 167 68.2
Others 12 4.9
119
ANALYSIS AND RESULTS
Reliability Analysis
Prior to further data collection, in the pilot study, research team used reliability
coefficient Cronbach’s alpha in order to measure the reliability of the constructs. The
sample for the pilot study comprised of twenty three respondents. Table: 2 show the
items and Cronbach’s alpha of each variable respectively, which are acceptable for
research.
Table: 2 Reliability Analysis
Test of Hypothesis
Table: 3 Student Satisfaction
120
Table: 5
Key Factors for Determining Student Satisfaction
121
The correlation matrix (Table: 5) indicates that student-instructor interaction is
positively and significantly correlated with students satisfaction (0.413(**), p<0.05,
H1 supported). The results reveal that instructor performance positively and
significantly influence the students’ satisfaction (0.616(**), p<0.05, H2 supported).
Likewise, there is also a significant and positive relationship between the course
evaluation and students satisfaction (0.637(**), p<0.05, H3 supported).
Student-Instructor Interaction
Student-Instructor Interaction is the first strongest variable in predicting students’
satisfaction. Students were asked about their courses discussions, feedback and
interactions with instructors, instructor ability to treat them individually and lastly
informing about their progress periodically.
Approximately 68% of the students queried agreed that instructors encouraged them
to become actively involved in the courses discussions. The following student
comments support the need for instructor’s encouragement to actively involved
students in the courses discussions. These were substantiated by the findings of
Durling et al. (1996). Furthermore, the majority of the students, 71% and 75%
reported they liked discussion and feedback from their instructors. Although almost
51% of the respondents agreed that instructors treated them individually and also
informed about my progress periodically, on average 26% disagreed with these
statements.
Instructor Performance
The second significant predictor of student satisfaction is instructor performance. In
this section students were asked, “Overall these instructors were effective”.
Approximately 72% of the students queried agreed that during their degree program,
overall the instructor were effective. The following student comments support the
need for experienced professional instructors for the student’s satisfaction (Hong et
al., 2003). Moreover, students were asked about teachers availability during office
hours, their motivation to learn, giving them respect, encouraging question and
comments, presenting the information clearly, highlighting the major points and
concepts, and demonstration of knowledge.
On average about 68% of the respondents were agreed about all these points and
considered these things important in order to enhance their satisfaction level with
distance learning courses. Therefore, instructors of distance education should be
available, provide prompt responses, and encourage their students through online
learning activities. These findings also suggest that interaction with the instructor in
distance learning environment affects student success and learning (Areti, 2006;
Chen & Guo, 2005).
Course Evaluation
Students were queried about their feelings regarding learning experiences,
assignments, and courses materials, achievement of courses targets, workload, and
evaluation criteria in their distance courses.
122
According to table V, majority of the students agreed that they learned a lot from
their courses, assignments and courses materials were relevant and useful, courses
targets was achieved during the semester, and that evaluation criteria and workloads
were satisfactory. This finding indicates that students are expected to be more
satisfied in distance learning environments if the course materials are relevant and
useful, and involves real life examples, facts, and cases (Northrup, 2002).
CONCLUDING REMARKS
The results of this study indicated that majority of the students at this campus
showed high level of satisfaction regarding students-instructor interaction, instructor
performance and course evaluation. This reveals that just like the traditional
education, in distance learning education at AIOU, enough interaction take place
between students and their instructors, courses are up to date and well designed,
instructors are devoted, motivated and equipped with the required skill and
knowledge. Further more, the availability of distance education in pakistan,
increasing number of degree program offered and the increasing number of students
enrolled, all speak to the students satisfaction and the effectiveness of the distance
learning education. This implies that faculty at AIOU is delivering distance learning
courses that meet the students' needs in regard to students-instructor interaction,
instructor performance and course evaluation. After the findings of this research
study, it will not be logical to presume that distance learning students do not perform
well as compare to traditional students. Moreover, the research team hopes that
these findings may change the pessimistic perceptions of those people in Pakistan
who perceived distance learning as poorer quality.
Besides, the research team suggests that AIOU increase the number of its sub-
campuses to the distant districts of the country where literacy rate is still low.
Because people belongs to these remote areas also have the desire to get education
but due to financial, geographic and cultural reasons they cannot get it.
Consequently, AIOU may contribute its vital role to improve literacy rate in Pakistan.
This research study has few limitations. The selected sample size may not be
completely representative of the majority of students of distance learning at AIOU.
Additionally, the main campus of AIOU i.e. Islamabad was selected. Thus, there may
be a possibility that these results may not reflect the whole AIOU campuses. For
future point of view one can consider the students of other campuses and sub
campuses of AIOU, especially those established in small and undeveloped cities in
order to find out their satisfaction level towards distance learning. Secondly, to
explore the reasons why students select distance learning for higher education in
Pakistan is also an important point for future research viewpoint.
123
Afzaal ALI (Contact Author)
International Islamic University,
Islamabad, PAKISTAN
Cell No: +92-344-5466204
E-mail: Afzaal_ciit@yahoo.com
Dr. Muhammad I. RAMAY has received his PhD degree from CASE
university which is affiliated with the University of Engineering and
Technology Taxila, Pakistan, and his MBA is in Marketing and
Management from the American International College, Springfield,
Massachusetts. USA. He also earned an M.Sc in Geography, from the
Punjab University, Lahore, Pakistan. Currently, he is a professor of
marketing and management at the International Islamic University
Islamabad, Pakistan, having previously been employed at American International
College Massachusetts, USA, Mohammad Ali Jinnah University, Air University
Islamabad, COMSATS University and Hamdard University in Pakistan. He has been
published more than one hundred research papers and case studies conferences
worldwide
Mudassar SHAHZAD
International Islamic University, Islamabad, PAKISTAN
Cell No: +92-301-5159695
REFERENCES
Allen, M., Bourhis, J., Burrell, N., & Mabry, E. (2002). Comparing student satisfaction
with distance education to traditional classrooms in higher education: a meta-
analysis. Am erican Journal of Distance Education, 16(2), 83-97
Andria Y., & Chari N. (2006). “Assessing the quality of online courses from the
students' perspective”. I nternet and Higher Education , 9, 107–115
Astin, A. W. (1993). What matters in college? Four critical years revisited. San
Francisco , CA: Jossey-Bass.
Bartley, S. J., & Golek, J. H. (2004). Evaluating the Cost Effectiveness of Online and
Face-to-Face Instruction. Educational Technology & Society , 7 (4), 167-175.
124
Beaudoin, M. (1990). The instructor’s changing role in distance education. The
Am erican Journal of Distance Education , 4(2), 26–34.
Belanger, F., & Jordan, D. H. (2000). Evaluation and im plem entation of distance
learning: Technologies, tools and techniques. Hershey, P A: I dea Publishing Group .
Collis, B. (1995), Anticipating the impact of multimedia in education: lessons from the
literature, Com puters in Adult Education and Training , 2(2), 136-49.
Du, J., Havard, B., & Li, H. (2005). Dynamic online discussion: Task-oriented
interaction for deep learning. Educational M edia I nternational , 42(3), 207-218.
Durling, D., Cross, N., & Johnson, J. (1996). CAI with style. P aper presented at the
18th Annual Design Conference-Com puter-aided Design Education (University of
Bristol, England, June 26-27, 1997).
Fredericksen, E., Pickett, A., Shea, P., Pelz, W., & Swan, K. (2000). Student
satisfaction and perceived learning with on-line courses: principles and examples
from the SUNY learning network. Journal of Asynchronous Learning Netw ork s , 4(2),
7–41.
Ho, C., Leong, P., & Saromines-Ganne, B. (2002). An empirical investigation of student
satisfaction with Web-based courses. In M. Driscoll & T. Reeves (Eds.), Proceedings of
World Conference on E-Learning in Corporate, Government, Healthcare, and Higher
Education, 1792-1795
Hong, K.S., Lai, K.W., & Holton, D. (2003). Students' satisfaction and perceived
learning with a Web based course. Journal of Educational Technology & Society 6(1).
Inman, E., Kerwin, M., & Mayes, L. (1999). Instructor and student attitudes toward
distance learning. Com m unity College Journal of Research and P ractice , 23(6), 581-
591
Jensen, R. E. (1993). The technology of the future is already here. Academ e , 79, 8–13.
Johnson, S. D., Aragon, S. R., Shaik, N., & Palma-Rivas, N. (2000). Comparative
analysis of learner satisfaction and learning outcomes in online and face-to-face
learning environments. Journal of I nteractive Learning Research , 11(1), 29-49.
Jones, A.J. (2003). ICT and Future Teachers: Are we preparing for e-Learning? Paper
presented at the IFIP Working Groups 3.1 and 3.3 Conference: ICT and the Teacher of
the Future, January 27-31, 2003, Melbourne, Australia. Journal of Distance Education ,
4, 21–29.
125
Kershaw, A. (1996). People, planning, and process: The acceptance of technological
innovation in post-secondary organizations. Educational Technology , 44-48.
Lao, T., & Gonzales, C. (2005). Understanding online learning through a qualitative
description of professors and students' experiences. Journal of Technology and
Teacher Education, 133, 459–474.
Levin, J. A., Kim, H., & Riel, M. M. (1990). Analyzing instructional interactions on
electronic message networks', in On-line Education: Perspectives on a New
Environment, ed. L. Harasim , P raeger, New York , 16-38.
Levy, Y. (2003). A study of learners perceived value and satisfaction for implied
effectiveness of online learning systems. Dissertation Abstracts I nternational , 65(03),
1014A.
Morgan Brian, (2000). Is distance learning worth it? Helping to determine the cost of
online courses.
Poon, W. C., Low, L. T., & Yong, G. F. (2004). A study of Web-based learning (WBL)
environment in Malaysia. The I nternational Journal of Educational M anagem ent, 18(6), 374-
385
126
Sargeant, J., Curran, V., Allen, M., Jarvis-Selinger, S., & Ho, K. (2006). Facilitating
interpersonal interaction and learning online: Linking theory and practice. The
Journal of Continuing Education in the Health P rofessions, 26, 128-136.
Shea, P. J., Pickett, A. M., & Pelz, W. E. (2003). A follow-up investigation of teaching
presence in the SUNY learning network. Journal of Asynchronous Learning Netw ork s ,
7(2), 61–80.
Swan, K. (2001). Virtual interaction: Design factors affecting student satisfaction and
perceived learning in asynchronous online courses. Distance Education , 22 (2), 306-
316
Swan, K., Shea, P., Fredericksen, E., Pickett, A., Pelz,W., & Maher, G. (2000). Building
knowledge building communities: Consistency, contact and communication in the
virtual classroom. Journal of Educational Com puting Research , 234, 359–383.
Tallent-RunnelsT, M. K., Lan, W. Y., Fryer, W., Thomas, J. A., Cooper, T. S. & Wang, K.,
(2005). The relationship between problems with technology and graduate students’
evaluations of online teaching. I nternet and Higher Education , 8, 167–174
Volery, T., & Lord, D. (2000). Critical success factors in online education. The
I nternational Journal of Educational M anagem ent , 14(5), 216-223
Waits, T., & Lewis, L. (2004). Distance education at degree granting postsecondary
institutions: 200-2001. http://nces.ed.gov/programs/quarterly/vol_5/5_3/4_4.asp
Retrieved November 19, 2010
Wilson, T., & Whitelock, D. (1998). Monitoring the on-line behavior of distance
learning students. Journal of Com puter Assisted Learning , 14, 91–99.
Yang, Y., & Cornelius, L. F. (2004). Students' perceptions towards the quality of online
education: A qualitative approach. Association for Educational Com m unications and
Technology , 27, 861–877.
Zeng, W. Y., & Perris, K. (2004). Researching the efficacy of online learning: A
collaborative effort amongst scholars in Asian open universities. Open Learning, 193,
247–264.
127