Purpose

In this study, we have collected the response from 200 private university lecturers in Kurdistan Region of Iraq. In order to test the hypotheses, we have proposed structural equations modeling (SEM).

Design/methodology/approach

The purpose of this paper is to elaborate the direct and indirect effects of e-service quality on perceived value, satisfaction and willingness to pay for online meeting platforms in the education sector. This study also explores the effect of e-service quality on users' perception and satisfaction.

Findings

The results reveal that e-service quality directly affects the perceived value and satisfaction but has no direct effect on the willingness to pay. Secondly, perceived value and satisfaction mediated the relationships between service quality and willingness to pay. However, it is observed that perceived value has a more significant impact on the willingness to pay compared to satisfaction. It is further reported that perceived value is one of the antecedents of satisfaction. The study also explores the direct relationship between perceived value and willingness to pay, and introduces satisfaction as a mediating variable between perceived value and willingness to pay.

Research limitations/implications

The sample is geographically limited as only online faculty and staff working at private universities participated in the study. This study has implications for administrators of higher educational institutions and companies providing IT solutions for online meetings. From a managerial standpoint, this study provides and IT companies a broad theoretical basis that designing a successful online meeting platform should specifically emphasize e-service quality, perceived value and customer satisfaction.

Originality/value

There is no study that evaluated the links among e-service quality, value, satisfaction, and willingness to pay for the online meeting platform services. Therefore, this study is useful for the private university administration and online meeting platform developers and investors.

中文翻译：

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电子服务质量在塑造在线会议平台中的作用：来自高等教育部门的案例研究

目的

在这项研究中，我们收集了伊拉克库尔德斯坦地区 200 名私立大学讲师的回答。为了检验这些假设，我们提出了结构方程模型（SEM）。

设计/方法/方法

本文旨在阐述电子服务质量对教育领域在线会议平台的感知价值、满意度和支付意愿的直接和间接影响。本研究还探讨了电子服务质量对用户感知和满意度的影响。

发现

结果表明，电子服务质量直接影响感知价值和满意度，而对支付意愿没有直接影响。其次，感知价值和满意度在服务质量和支付意愿之间起中介作用。然而，据观察，与满意度相比，感知价值对支付意愿的影响更为显着。据进一步报道，感知价值是满意度的前因之一。该研究还探讨了感知价值与支付意愿之间的直接关系，并将满意度作为感知价值与支付意愿之间的中介变量。

研究限制/影响

样本在地域上是有限的，因为只有在私立大学工作的在线教职员工参与了这项研究。这项研究对高等教育机构的管理员和为在线会议提供 IT 解决方案的公司具有重要意义。从管理的角度来看，这项研究为 IT 公司提供了广泛的理论基础，即设计一个成功的在线会议平台应该特别强调电子服务质量、感知价值和客户满意度。

原创性/价值

没有研究评估在线会议平台服务的电子服务质量、价值、满意度和支付意愿之间的联系。因此，本研究对私立大学管理和在线会议平台开发商和投资者有用。