CHAPTER 1

INTRODUCTION

Computer has become an essential part of life and the area of computer application is growing vigorously in almost every functional area in the world of globalization. The complexity of computer application has increased due to change in traditional technology. With all these changes, the working methods have also being changed and required specialized knowledge for doing so. A lot of computer softwares are available in market depending upon nature of the work e.g. engineering software, accounting , marketing , mathematics etc but the question arises up to what extend they satisfy the customer, fulfill the required commitment and up to what percentage does the customized software give the desired result. Research explored satisfaction is a post preference evaluative opinion for explicit acquisition decision (Churchill) and Sauprenant 1992; Oliver 1980). Most researchers1

have an opinion that satisfaction is mind-set or assessment that is formed by customer or pre-purchase expectation of what they would receive from the product and service are their subjective perception of performance they actually did receive. According to Mc Kinney et al ;( 2002) satisfaction is determined by the agreement between supposed performance and cognitive values such as expectation and wishes ( Khalifa and Liu 2003). Customers satisfaction depends what customer focusing on and a rough sketch that might satisfy them in quantity, quality, time etc. Computers were introduced in the mid-20th century (1940-1950) Mahmood & khan (2007) cited and haider (1998) reported that in Pakistan computer were first used in PASTIC in 1968. PASRIC helped to create the countrys first Union directory of Scientific Periodicals. Profile of hundred scientist were made to offer a selective dissemination for information(SDI) service Researchers describe that by 1980s agriculture universities and research center starting using computers e.g. Sindh Agriculture University and National Agriculture council ( NARC) record center, as well as other universities and special libraries Mahmood & Khan;(2007). Wikimedia Foundation (2008) computers were extensively used by the students for writing documents, classrooms work, sending e-mails, and doing research on digital record. Many researchers regarding information technology skills had been conducted globally people possess different information technology knowledge and skills depending upon the demand of the country Simsek; (2008). Depending up different social, culture, and2

education, student in united state express quite positive attitude towards information technology , computers, whereas few country like Kuwait , Bermuda were much less positive Nai, Kirkup and hogson (2001). Investigated the differences in use of an attitude towards the internet in computers by Chineses and British students. Chineses students were less knowledgeable about the information technology as compared to British students. This variation is in fact due to cultural and set characteristics of the students in each country. Advertisement on internet is almost roughly 38 years old. It started in the middle of 196970 as an investigational project of the Defense Advanced Research Project Agency (Darpa, Ozz, (2002). That was time when internet has become a mass mean and a best distribution channel. Now a days online business were conducted through internet, which includes; playing games, teaching, contact, daily assignment, and office work, social dealings. Large number courses are delivered online using web. Macklin at el; (2002) the journey from traditional way of delivering skills, knowledges being change to revolution of information technology. Different academics and students had learned new skills on internet so the can pass on their research Ojedokun at el; (2003) through this medium to others. At the movement we are experiencing and information technology revolution as there was an Agriculture revolution and an Industrial revolution. Industrial revolution was slower as compared to information technology revolution. There is a shift from3

industrialism to informationlism. Indeed information technology revaluation has resulted in great demand of IT knowledge and skills in education of Pakistan.

Information and Communication Technology in Universities

The style of learning effect the behavior and attitude of students towards education. Research had found that the vastness and complexity of ICT and is due to the globalization, competition, development and its fast introduction into the planet. Institutes are bound to pass sound information technology education to their nations Ali and proctor (2005). Computer is one of the extensively used technologies for education and internet is a foundation to carry out online search. Aslam (2000) reported that IT is emerging in almost every stage of human life to day, whether industry, trade, publishing, accounting graphics, advertisement, movie-making or office schedule there are great number of IT institutions, school, colleges, who offers a respectable range of certificates, diplomas and online degree. These institutions are divided into three main classes in Pakistan. 1. The government institution 2. Private institution with foreign affiliation and totally local owned 3. Operated institution

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E-learning is another category of education and mode of learning is computer system and internet. Students can seek long distance education due to the advancement in information technology. Pakistan universities also offer long distance education with the help of various medium such as radio, television, online etc. Allama iqbal Open University (AIOU), Punjab University (PU) and Virtual University (VU) are playing a vital role in providing online long distance education. All of these universities have their websites with information about schedule of online offered courses, classes (Tahir 2001). Different softwares are available and are provided by the universities to the students which help them in studies. Engineering students use softwares like coral draw, system architect, electronic dictionary etc, whereas for management students softwares on consumer behavior, attitude measurement, spss etc are use. all these material are offered by the universities to better understand and polish skills of the students and their respected discipline. Moreover an important dimension of the software is how accurately the software is responding to student needs H. Barki, J. Hartwick, (1989).

SERVICE QUALITYService quality is usually consider as a significant requirement and used for creating and maintaining customer satisfaction ( Spring and Machoy, 1996). Actually better awareness

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More, (1987) Customer assessments for the quality can be different between service expectation and service performance. They projected service quality to be a job of pre- purchased customer expectations, supposed process quality, and perceived output quality. Woodside at el; (1989), service quality is represented by answer to such question as: 1. Is the service delivered to the customer what they expected or different from what they are expected? 2. Was the service they perceived approximately what they expected or better or worse then expected? Major studies have sought to find the criteria that contribute to evaluate service quality in traditional service with the increasing growth of e- service quality on the web; it makes online companies more effective and appealing and helps them to achieve higher levels of customer satisfaction and retention.

QUALITY OF UNIVERSITY WEB

The performance of ICT (Communication speed, memory capacity and computer speed is swiftly getting better as they had over the last thirty years. However its growth all of sudden enable one of the furthermost technology revolution- The Internet. Formally design as in information channel entrepreneurs feel the great power of selling stream

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that allows surfing, choosing, and buying without scarifying the console of the home. Businesses have taken a wise move by finding out they could communicate directly with other traders over the internet. Moreover government agencies started delivering online services, collecting recovery for licenses and taxes, up coming information. Usage to computer has increased on annual bases. Internet use has also increased yearly since 1998 and on 13 months earlier to Sep 2001, a survey department of commerce found that our 26 million more people went online. The number of new inventive services is escalating with the increase of the internet and e-commerce. One of most satisfying service is website. The information existing on it offers different services such as searching communicating shopping and many other functions. The term Website comes from WWW( internet is away for the delivery of goods form one place to another and work as an point for direct access from internet. Connections, content, commerce, and community are the core functions. University website Service quality is determining the student, expectation of service from university. Some services can not be measured before they are purchased or until experiencing them, such as new portals, website features etc. students pay much attention on the useful features of their interest on the web. University Web portal contains different factors of online services such as responsiveness, ease of use, enhancement, transaction, reduction, service reliability, competence, accessibility, and security, required information , e-mail, contact numbers. Yang et al; (1989) investigates that usability, usefulness, sufficiency of information, accessibility, and communication were considered factors of university web service.7

There is difference between general and university web portal. General portal has features , content to retain people where as university website contains factors such as care corner, new up to date information etc.

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CHAPTER 2

LITRATURE REVIEW

Most of the studies conducted in the past measured website quality with the empirical evidence, showing that website is a multidimensional construct. The mainstream of these studies were exploratory. Zang and Von Drans( 1996) used Hertzberg theory of satisfaction, dissatisfaction where hygiene and motivators were used in order to measure the website quality having different web features. Lin and Lu (1996) measure the effect of website quality on students perception and studied the website quality as a threedimension construct with the1. Collection of Information,

2. Response time 3. System accessibility By using the exploratory research methodology, the finding indicates that with the presence of these three website quality dimensions, it could reused in the future.9

Lin and Arnett; (2000) reported the factors that contributed to website success they use the respondents they were webmasters of 1000 companies who purposed six characteristics of website quality but after exploratory factor analysis only four were executed. 1. Quality of information and service 2. System use Play fullness 3. System design quality Aladwani and Palvia ;(2002) they also examined Website quality from a user perspective, where students were involved as a sample in two phase. Three dimensions of website quality were used, technical adequacy, web content, web appearance. In first phase, reliability and validity test were conducted. In 2 nd phase of the study, respondents were asked to fill the questionnaire in order to measure two selling and nonselling sites. By using exploratory factor analysis four dimensions were extracted, Technical adequacy, Content quality, and Specific content, appearance . The hierarchical model of website quality was projected by Loiacono ; ( 1996) by having 12 first-order factors which correspond to five second-order factors. The customer perception constitute by five distinct factors of web quality at a higher theoretical level. The WebQual scale included usefulness, entertainment, ease-of-use, response time, and trust. Four first-order factors (informational fit-to-task, tailored communication, online10

completeness, and relative advantage) make a second-order dimension named as usefulness. Another set of four first-order factors (visual appeal and consistent image) presented a second order factor: entertainment. Ease of understanding and intuitive operations loaded on the third second-order factor: ease-o A lot of researchers have investigated different perceptions about website quality (Barnes et al.,2001; Loiacono, 2000; McGoldrick et al., 1999). The supposition is that the website is the key mean of interaction and the main border for the web users who are always looking for information and / or services etc. even though these suppositions The management of Manchester school has made a instrument they called WebQual to measure website quality by using the ServQual dimension. Instruments were developed from the data taken from focus group and literature review. This tool was purely developed to measure the quality of university website (McGoldrick et al., 1999). Those students responded the instrument of 22 scale items that has used the educatural website. Number of students at the University of Bath had made instruments that evaluate the website quality. Using focus group data and information system literature, the tool evaluates the quality of university website (Barnes and Vidgen, 2000). Later on the second thought was given by using of ServQuel items. 32 student samples have been used by the author to judge the quality of numerous features of website (Barnes et al., 2001; Barnes and Vidgen, 2001). Three features of web quality were web (navigation, appearance empathy (Barnes et al., 2001). Experiential proof has been found by the advertising researchers (Chen and Wells, 1999; Chen et al.,11

2002) which tells that right kind of attitude towards web are linked with three factors of website quality. These are Entertainment, Informativeness. Users satisfaction was measured and the effect of WebQual factors (Entertainment, Informativeness ) were evaluated towards satisfaction. Users moderatory positive attitude was seen towards sites informativeness while more significant relationship exists between entertainment and user satisfaction.

RELIABILITY

Reliability is more towards technical functioning of website and the extent to which the site is functioning in appropriate manners ( Parasuraman et al, (1985). Basically reliability revolves around consistency and dependability of website and helps the firm in performing their work any time. This results an increase in credibility of firm in fulfilling their promises by providing accurate information and record keeping in systemic order (Berry et al.,(1985). According to Brady, Cronin, & Brand, (2002) satisfaction explains the assessment of an individual requirement in terms of customer expectation. Researchers investigated that customer satisfaction towards the website will be higher if the performance is higher followed by the expectation, and so vice versa. (Bitner, 1990; Oliver, 1980; Oliver and Bearden, 1983; Oliver and DeSarbo, 1988; Spreng et al., 1996; Wirtz and Bateson, 1999;12

Yi, 1993, Lin 2003, Latimore et al,. (2000).). Further illustrated that as customer satisfaction is a cumulative construct, it is influenced not only by the performance, but also by the reliability of the website.

Responsiveness

(Berry et al; (1985) reported that responsiveness is directly connected with readiness and willingness of service. Responsiveness also deals with getting required information by the customer when facing any problem ( Zeithaml et al., 2002). It basically deals with doing the work or giving the service in no time like calling client back quickly, and how quickly the service provider give response to the customer Customer satisfaction is very complex problem in the success of any business online and customary. In order to maintain good repute of organization every organization has to understand the customer wants, need, problem regarding to it. Customer responsiveness deliberates how the system met user needs. A total of three items were adapted from (Nidumolu (1998). Customer wants quick process and solution for any problem and it totally depends on how quickly, fast reactive the service is. If the service provider gives quick solution or answer for any problem ( Bitner at el.,1990) the customer will be satisfy with the service he is using.

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UsabilityIn general, we may describe the perception of usability as the endeavor required to use a service. For example, Nielsen (1994) suggests that usability concerns several aspects such as the effortlessness with which the user is able of learning to control the system, the effortlessness of memorizing the basic functions, the grade of efficiency with which the service has been created, the extent to which error ignoring and the general satisfaction of the customer in conditions of manageability researchers 1989 investigated that usability has been traditionally considered a key factor for predicting intentions to use a service ( Davis et al; 2003). In the context of usability, services are acquired by the customer for his convince in order to perform the work efficiently and if the service is complex in nature and he doesnt know how to use the service he get annoyed and quite the service hence get highly unsatisfied. Customer satisfaction is directly and optimistically linked to higher levels of positive word of mouth with respect to the service. Traditionally believe that a greater level of Customer satisfaction leads to a greater degree of individual loyalty (e.g. Petrick and Backman, 2002; Anderson and Sullivan, 1993; Hallowell, 1996; Yoon and Kim, 2000). More over, satisfaction has also emerged as a strong forecaster of loyalty in the perspective of the new services. (E.g. Kim and Yoon, 2004; Methlie and Nysveen, 1999).

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Empathy/ NavigabilityEmpathy means the degree to which website gives kind individualized required information, and special attention to the users. It is basically a replying system for enhancing the interacting quality of website (Bakos, 1991. Character included in this aspects, are mailing database, E-mails, voice chat (Chen, 2001). Numbers of aspects of empathy are absent on web sites. Because no human communication is there, special individual attentions are not being offered by the website. Different designs are used by the website developer which can be adapted by their users. This sort of web site are developed to offer users special interest, by thinking that further a website is customized to the requirements, to get loyalty in term of user will come again. The highly developed web portal attempt to develop a face-to-virtual-face

interface, which helps to make customer more relax. By having artificial intelligence virtual support can help to tell recommend desired information/ service that may be useful for the user.

Information AccuracyInformation quality holds the e-commerce content problems. Content is king is a famous slogan (Huizingh, 2000). The primary aim of any website is to provide with required information about services, product etc. the important task is which content

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should be placed on website is very important (Bhatti et al., 2000) in order to attract their target audiences. The prime ability of any website is to provide with accurate information about service, object, events etc. By giving the unsuitable information organizations put themselves in danger by showing their wrong image on web. Therefore it is very important for the companies to put main focus on the potential features that improve the quality of information (Lin and Lu, 2000). The websites should contain required information, accurate, and regularly updated, and this will show the degree of fulfilment of the organization. The famous terminology in Ducoffe (1996), the only thing which does matter is informativeness. On the other hand accurate information means both existing content and new adding new features are updated.

Ease of UseBarnes and Vidgen (2000) Ease of use refers to the level to which a user is sure that system will be free from complexity. Ease of use is the most significant factor of user satisfaction. Easily assessability is also essential for the success of any project application (Jeong and Lambert) (2001). Ease of use refers to the operating function of website, easily find direction, ease of communication. Ease of use is another important element of users satisfaction website quality. It is significantly important for organization application because of their difficult

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features such as Obtaining diverse information as information is saved in many different locations that will be challenged for users to get their desired/ required information at the time of need from website. Teas (1994) suggested with Cronin and Taylors (1992) of satisfaction in the website service area.

findings, quality is seem to be co reference

TAM (Davis, 1989) investigate that ease of use can effect an individuals mind set and purpose to use website, and customer / users attitude are also affected by the web quality (Davis, 1989; Eighmey and McCord, 1998; Liu and Arnett, 2000; Lin and Lu, 2000; Chen et al., 2002).

EfficiencyThe term efficiency mean users to get to the website search easily their desired information about required product and service. A. K. Abd El-Aleem, W. F Abd El-

Wahed, N. A. Ismail, and F. A. Torkey, Efficiency Evaluation of E-commerce Websites," Proc. of the 2nd World Enformatika Conference (WEC'05), pp. 20- 23, 25-27 February 2005, ISBN 975-98458-3-0, Istanbul, Turkey). Shebin El-Kom, Menofia uses the DEA techniques. Items used in this research of measuring website performance are both quantified and non indicators. That might be combined limited, connected etc. to establish the set of inputs and outputs that measure website efficiency must be available. This research is divided into two groups. Group one is input, having loading page time, size, different links. Group two is output by having daily users hit the website. The tool has been used were Maximize web analyst17

tool (exploring the chosen website for study) and second tools were web trend log analyzer (for service log files of the website).

SatisfactionSatisfaction has been investigated in detail by (Oliver, 1980, 1981; Johnson and Fornell, 1991; Edvardsson et al., 2000; Gustafsson et al., 2005). Initially tells in the utilization perspective as the mental state occurred when the feeling surround to not conformed expectation is tied with the users pervious feelings about the utilization knowledge. Moreover satisfaction tells a post-purchase measurement of quality given pre- purchased expectation. Projecting on services, satisfaction might be explained as in potential user condition that outcome from worldwide measurement of almost all the aspects that make the users connection with the service supplier (Severt, 2002). The perception can be divided into two different perspectives (Geyskens et al., 1999). The first one is economic situation, such as earrings percentage obtained. And the second idea is non-economic contentment, this idea using more emotional factor, such as from partner side. This idea of satisfaction emphasizing on

commitment fulfilling

psychological condition (Bhattacherjee, 2001). In this point satisfaction is worldwide measurernent of attitude that produce overtime (Eshghi et al., 2007) resulting form communication formed by the users and the companies in the association. Therefore satisfaction is not the result of exact deal, but the worldwide measurement of the past association between the groups.18

Reliability Complete University information Website contain full details of Programs Website contain full details of fee structure For website registration is needed

Empathy/Navigability A standard navigation bar, home button are available Easy to print Finding your way on the web site is easy

Responsiveness Frequently asked question are answered Queries and complains are resolved within 24 hours Email Ids for complaints is provided

Figure: 1 Conceptual framework of University website quality and student satisfaction

Efficiency Makes it easy to find what I need Information is well organized Website load its pages fast

Functionality Site provide quality of information Provide contact information Provides complete fee information Provides courses information Student Satisfaction Usefulness Increases organization productivity by attracting more students Website helped me during admission Provide useful information Satisfied to visit University website I am happy that I visited the website Choice to visit website was a wise one

Ease of Use Easy to operate website Website is flexible to interact with It is easy to become skillful at using this website Web Appearance Information Accuracy Provides accurate information Provides updated information Web Appearance The website displays pleasing design The display pages are easy to read The website displays pleasing design The display pages are easy to read

19 Figure: 1 Conceptual framework of University website quality and student satisfaction

CHAPTER 3

METHOLODOGY

INTRODUCTION

The methodology includes Quantitative data and likert scale is also been used. Questionnaire was the main tool used to understand customer and student attitude and adoption behavior towards university website. They were based on research questions, personally filled by visiting respondents. Data was analyzed by using SPSS version 16, Statpro and Microsoft Excel for Windows. In previous chapter, a theoretical framework was introduced, to evaluate the customer and students satisfaction level towards university website. Framework was based on customer and students specific factors

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(Reliability, usability, efficiency, ease of use, information accuracy, empathy/ navigability, responsiveness) whereas satisfaction was based as a mediating variable.

APPLICATION OF THEORETICAL MODELQuality of web service is an important strategic aspect that can help universities in achieving competitive advantage over other universities in term of getting more number of students. But the measurement and maintenance of web service quality is a difficult task due to the fact there are no standards to measure the perceptions and expectations of the users/ students, as it varies person to person. There is such instrument that can measure the perception/ satisfaction of students mainly towards university website. Therefore in such service industries the level of fast growth and intense competition is there and it is important that the quality of website must not be forgotten (Arulaz, Sumra, 2008). This study therefore investigates the level of students satisfaction towards the quality of universities website services provided in Pakistan. To identify the students satisfaction towards university website in Pakistan 1. To explore and understand the student perception towards university website. 2. To identify which quality factors can make the university website more appealing. To explore how to make the university website more informative

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Research QuestionsThis research intends to address the following research questions:

Q1. What factors determine the quality of university website? Quality of website has great impact on the customers mind. Attitude and behavior ofa user plays an important role towards the adoption and usage of a technology. Different researchers have widely discussed the attitude of students with respect to the university website, and relationship between them. But scarcity of research is available on the adoption of technology with respect to the attitude of the user, and relationship with the technology. The acceptance of technology with accordance to benefit and behavior are broadly discussed. The present study explores the impact of these factors (Reliability,

usability, efficiency, ease of use, information accuracy, empathy/ navigability, responsiveness) on students satisfaction towards university website.

Q2. How do students distinguish a good website from a bad one? Good website play vital role in the success of organization. It gives a competitive edge to organization in order to get growth. This study will help the students to differentiate between good website from bad one. This will also help whether these above factors can enough information in choosing university for further studies.

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Q3. Does the quality of a university website influences, student evaluation for given information? After distinguishing between website this study will also help to fine out what is percentage those students that give preference to the university for taking admission after making a wise decision. The study also tell what are the main character variables that students finds in order to get any information and how these variables can attract and appeal the students in changing there mind from one university to other.

Hypothesis DevelopmentMany researches have been conducted on satisfaction with respect to attitude of customers as well as students towards using technology. Universities develop their website in order to attract more number of students and make stronger relationship with the university. But some time university website impact negatively on students, due to they couldnt find the information they were in searching for to make final decision towards they career.Therefore, it can be posited that: 23

Hypothesis 1: Website Reliability poses a positive impact towards the students satisfaction. Students attitude and satisfaction are two basic indicators of technology acceptance. Behavior of the student is used to judge actual usage of the technology. It helps in predicting the students intention towards a university website. Student satisfaction

depends upon his preference and judgment about the website in which he is seeking information. Research indicates that a moderately significant relationship exists between the student attitude and the towards preference towards a technology (Khawaja & Manarvi, 2009). In order to test the relationship of student behavior toward satisfaction, second hypothesis of the present study is posted: Hypothesis 2: Responsive Website poses a positive

impact towards students satisfaction. Universities adopt technologies which give reliable, trustworthy and enough information which will be required by any student in order to get admission. This will helps in reducing cost, and enhances organization productivity in term of getting more number of students. Hence a strong relationship exists between student and website. More over in service providing institutions, students relationship could be established through rules and regulation which will be convenient for students just to win their trust. This24

relationship gets stronger if student feels that the service provided is being loyal with us. Hypothesis 3: website Navigability poses positive impact towards students satisfaction. Students satisfaction totally depends upon what percentage university fills full students requirements. If university is providing all the necessity which the students are requiring, this can create a strong relationship with university and that how the students become loyal with them.

Hypothesis 4: website responsiveness poses positive impact towards students satisfaction. Website is easiest way of gathering information. If website respond in proper order the way customer, students wants they will be more then happy and will willing wants spend more time on website for examine properly.

Hypothesis 5: website efficiency poses positive impact towards students satisfaction. Efficiency means how fast the website works. In this competitive era every organization wants to become best so they make their website perfect in term of give desire information efficiently.

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Hypothesis 6: website ease of use poses positive impact towards students satisfaction.

Using Website is a difficult task. Because every website contains different features which perform different function in order to tell about the organization. If website is easy to use that creates strong relationship with the students. Students can easily get the information which is required to them.

Hypothesis 7: website information accuracy poses positive impact towards students satisfaction.

Website must contain accurate information in order to develop trust of students. When student wants to get any information regarding admission if they get the desire information that creates positive image of university students feel secure.

Hypothesis 8: website usability poses positive impact towards students satisfaction. Website usability can be use as a main tool that university can use in order to give overall university view that how simple and easy we are, thats how the students come to know their system is not complicated and they get all the information which is required easily which poses the positive impact on students and they think that website usability is not complex respectively.26

Sample selectionPresent study was conducted in only education sectors: Educational universities. The respondents participated anonymously. One and half month time was set for collection of data. Five educational universities were: Iqra University, Fuji Foundation University, and U CAT, Fatima Jinnah University, NUML University. Five universities of Islamabad/ Rawalpindi were selected. In this case, researcher visited personally, and handed over the questionnaire to the respondents. The sample comprised of 300 respondents. The overall response rate was 89.33%.

Survey instrument:The data was collected by a questionnaire which has been made fresh having 10 quality characters in order to measure the university website. Each quality character contains 4 to 5 questions and respondents are ask to express their opinion from strongly disagree to strongly agree

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CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Scale reliabilityReliability is the continuity of your measurement, or the degree to which an instrument gives same result each time it is used under the same condition with the same subjects. In short, it is the repeatability of your measurement. A measure is considered reliable if a person's score on the same test given twice is similar. It is important to remember that reliability is not measured, it is estimated. Reliability analysis helps in studying the calculation of the given measures and provides information about relationship between items in the scale. Calculated cronbach Alpha is0.881, showing that the scale is highly reliable.

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Cronbach's Alpha .881

T

Scale Reliability Item WiseItem Website contain a complete overview of the University information Website contain full details of Programs The user can have information without Web site registration Website contain full details of fee structure A standard navigation bar, home button are available on every page It is easy to print from the Website Finding your way on the web site is easy Information is provided to frequently asked question and answer Queries and complains are resolved within 24 hours An email address for queries and complaints is provided The site makes it easy to find what I need Information at the site is well organized Website load its pages fast The site provide quality of information The site provide contact information Cronbach's Alpha 0.879 0.877 0.883 0.875 0.882 0.881 0.875 0.878 0.877 0.877 0.876 0.875 0.878 0.876 0.878

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The site provide complete fee information The site provides courses information This website increases organization productivity by attracting more students This website made it easier for me to select University for admission This website is useful for providing information Leaning to operate this website is easy This website is flexible to interact with It is easy to become skillful at using this website The web site provides accurate information The web site provides updated information The web site provides information in appropriate format. The website displays visually pleasing design The website is visually appealing The display pages within the website are easy to read I think I did the right thing by visiting University Web site My choice to visit University Web site was a wise one I am happy with my decision to visit University Web site

0.878 0.875 0.878 0.875 0.875 0.88 0.879 0.879 0.88 0.875 0.876 0.876 0.875 0.877 0.876 0.876 0.875

Table 4.2 scale reliability

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DESCRIPTIVE ANALYSIS

Descriptive statistics are used to describe the core features of the data in a study. They provide normal summaries about the sample and the measures.Mean Reliability EMPATHY Responsiveness Efficiency Functionality Usefulness Ease of use Accuracy Appearances Satisfaction 3.5784 3.6418 2.3350 2.6352 2.8181 2.6095 2.6733 2.6260 2.5638 2.7090

Table 4.3: Descriptive Analysis

Fig 4.3 is showing the mean value of all the quality character. Reliability is 3.5784 which show students feels information given on the website is not much reliable. But if we see

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the empathy is slightly high is liking thats why the mean is 3.64. But website is notresponsive at all they calculated mean value is 2.3350. Students efficiency is also not good the mean value is 2.6352. Functionality of website is also not impressive they find it difficult the mean value is 2.8181. The quality of information given on website and the features are also difficult not good in term of usage. The calculated mean value is very low 2.6095. On the other hand information accuracy on the website is also not good the mean value is 2.6260. Now web appearance is not attractive as well in order to attract new students the mean value is 2.5638. Now the mediating variable overall students Satisfaction is 2.7090 which is very less this means that students are not fully satisfied with the information given on the university website.

ITEM WISEItem Website contain a complete overview of the University information Website contain full details of Programs The user can have information without Web site registration Website contain full details of fee structure A standard navigation bar, home button are available on every page It is easy to print from the Website Finding your way on the web site is easy Information is provided to frequently asked question and answer Queries and complains are resolved within 24 hours An email address for queries and complaints is provided The site makes it easy to find what I need Information at the site is well organized Website load its pages fast Mean 3.51 3.51 3.73 3.56 3.63 3.53 3.77 2.99 2.90 3.35 3.40 3.34 3.50

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The site provide quality of information The site provide contact information The site provide complete fee information The site provides courses information This website increases organization productivity by attracting more students This website made it easier for me to select University for admission This website is useful for providing information Leaning to operate this website is easy This website is flexible to interact with It is easy to become skillful at using this website The web site provides accurate information The web site provides updated information The web site provides information in appropriate format. The website displays visually pleasing design The website is visually appealing The display pages within the website are easy to read I think I did the right thing by visiting University Web site My choice to visit University Web site was a wise one I am happy with my decision to visit University Web site

3.38 3.54 3.44 3.63 3.31 3.31 3.63 3.46 3.42 3.42 3.37 3.34 3.53 3.21 3.27 3.64 3.46 3.45 3.65

Table 4.4: Determine Descriptive Analysis

`Regression analysis

Regression was carried for33

Evaluating impact of nine quality characters on student satisfaction FIG 4.5

Mode1

R.552

R Square.304

F6.026

Sig0.00

Table 4.5: Regression Analysis

1. Exemplifies that as R=55%, so a moderate relationship was present between nine determinants (Reliability, Efficiency, Responsiveness, Empathy, Usefulness, Ease of use, satisfaction, Usability, Information accuracy) and student satisfaction.

2. Taken as a whole model explains 30% variation only. Hence 30% variance in student satisfaction has been explained by the eight independent variables (Reliability, Efficiency, Responsiveness, Empathy, Usefulness, Ease of use, satisfaction, Usability, Information accuracy)

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3. F statistics depicts that the variation explained by the model was not by chance it really exist.Standardized Coefficients Model 1 (Constant) Reliability EMPATHY Responsiveness Efficiency Functionality Usefulness Ease fuse Accuracy Appearance -.027 .125 .045 .153 .135 .025 .137 .090 .182 Beta t .620 -.309 1.507 .523 1.625 1.481 .282 1.675 .969 1.996 Sig. .536 .757 .134 .602 .107 .141 .778 .096 .334 .048

Table 4.6: Standardized Coefficients

4. Depicts tabulated and calculated values. Tabulated value and calculated value helps in assessing each variable unique contribution towards the prediction of dependent variable. When tabulated value is greater than calculated value a significant relationship exists between dependent variable and independent variable and so vice versa. In Present research Reliability (t= -.309 > .757< 0.05) and Empathy (t=1.507 < .134 < 0.05)and Functionality (t=1.481> .141< 0.05)

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possess negative which shows that students are not satisfy from them but the only thing that make the students satisfy is Web Appearance

(1.996< 0.48 >0.05) has towards university website.

relationship with dependent variable i.e. student satisfaction

36

CHAPTER 5

FINDINGS

1. In this study, satisfaction of the students towards university websites was

calculated by incorporating the impact of website features that university give as an helping hand. Each variable was estimated on the basis of its items. As a result of a complete assessment of all the constraints and methodology adopted above, the following findings have been made:

2. Reliability of university website is very important in term of giving information when ever users want. It should be available every time. In this research students are not satisfy with the reliability of the university website.

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3. Empathy should be shown in the website in order to gain students trust. But in this research which is been conducted from almost 5 top universities students are not happy at all from the website and they disagree that there is no empathy at all.

4. Responsiveness is one main quality character in measuring students satisfaction. But unfortunality students are disagreeing because they think website are less responsive in giving any result.

5. Ease of use is also not been shown in any website .some time it takes so long to find out the exact information which is required to the students. So they are disagreeing here also. The university needs to make easy and possible every feature of the website.

6. Usability is also main a factor because it tells that how easily students can use website without putting much effort. Here in Pakistan the students are not agreeing at any point because they find out website is difficult to operate.

7. Information accuracy of website is not impressive because the information given on the website some times become totally different as actual. So they dont believe on that this point is also against positive impact and students satisfaction. It wont make stronger relationship between students and universities.38

8. University website should be useful for every one who is looking for any kind of particular information. If they students find out that the university website is useful in term of information facilities etc. this also creates positive image of the university. But in finding there is less satisfaction of students because they think university website contains less useful information.

9. Now the students are only satisfied with the appearance of website. They think university website is attractive and can appeal students very well. But if we see the overall satisfaction students are not happy to the quality of website. The website is not up to their expectation they want some thing more extra that will satisfy them in term of overall quality.

10. In Pakistan there was a steady rise in the number of universities in the era 2000 to 2010. However a prominent growth was observed after 2002, due to the increase in awareness and knowledge identified towards different types studies that has been introduce in Pakistan.

11. Due to increase in the number of courses and universities, a extraordinary rise in

the numbers of students was also observed. Especially the study after 2nd grade students who are interested doing bachelor degree or masters degree they found39

university website be more convenient and quick medium of getting information about universities is seen from 2002-2010.

12. Now a day website is become a basic need of every student. Before taking admission they search for the most suitable university for their up coming career. Universities have made their website in order to give accurate information which poses positive impact on student.

13. The service has been introduce in Pakistan in 2003 when there is slightly rise and awareness about information technology.

14. Research findings indicate that student satisfaction was not influence student to take admission in the university only by checking the university website. But the information might influence the student decision. However students refer these facilities and they think website is reliable and fastest mode of getting information.

15. Perceived Ease of use and Experience of technology were major factors of students attitude and behavior by using website that fulfill their requirements.

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16. Unreliability, due to website got shutdown for maintancence that creates big barriers in developing strange relationship. In this study different quality character has been used that can identified students preference. Students can get easily all the information which they will be needing in getting information for admission.

17. Responding speed of university website could be the major benefit that university can use as a competitive edge for them. Just one click and gets all the information that has been required from website.

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Research questions

Certain research question and hypothesis were suggested, which incorporate certain findings. These findings imparted by the research are explained below:

First Research QuestionTo identify which quality character (Reliability, usability, efficiency, ease of use, information accuracy, empathy/ navigability, responsiveness) has major impact over satisfaction of student by using university website.

University website is one the easiest way fastest way of attracting students. And here are some quality variables they can measure what kind of website student wants and expect from the university. The results have been conducted of this variable which shows how much dependant variable can affect independent variable. Study specifies that there is only one quality character that some how satisfy the students the mean value is (1.996 >0.48 < 0.05) this is satisfactory and hypothesis 5 is accepted.

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HI: Website Reliability poses a negative impact towards the students satisfaction. As result shows students are not satisfied with the website reliability as they think every time when they get on the university website they find different result or sometime they get nothing. Fig 4-6

H2: Website Responsiveness poses a negative impact towards students satisfaction.

Students are also not satisfied with the responsiveness of the website they dont find the website give answer quickly or react responsive. That why the mean value is very low as compared to the slandered value. Fig 4-6

H3: Website Navigability poses a negative impact towards students satisfaction Website navigability also fails to satisfy students. When they log on to university website in order to get information regarding any particular issue they are facing. They couldnt find the way to reach to the exact point or information. Fig 4-6

H4: website ease of use poses negative impact towards students satisfaction In order to use university website it should be easy in term of usage. Students dont want that when they use university website they find difficult features which they cant43

understand and fail to use website. This also poses negative impact thats hwy got the calculated mean value very low. Fig 4-6

H5: web appearance poses positive impact towards students satisfaction

Only the web appearance poses positive impact on students satisfaction. Students are agree university website they visit for getting information are attractive and appealing and they carried away students which can make their mind in getting admission in they university. So they are agreeing university websites has positive impact of students satisfaction.

H6: website information accuracy poses positive impact towards students satisfaction.

Information accuracy is one the important factor which reflect university image. Is this study students are not satisfied with the information that has been given on the website for their assistance. Students disagree and they dont find website information as accurate, so students are disagree with this. Fig4-6

H7: website efficiency poses negative impact towards students satisfaction.

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University websites are not efficient in term of execution of any operation. Students are not satisfied with website efficiency when ever they entered any query they wont get quick answer so they have to wait for that for a long while. That make their minds that university website is not efficient. So the calculated mean value is very low which make this unsatisfied. Fig 4-6

H8: website usability poses positive impact towards students satisfaction.

Students find difficulty in using different features of university website. Students put great effort for finding any thing which is related to their needs. They are not satisfied with the website usability. That why the mean value is very low. Fig 4-6

Second Research Question

How do students distinguish a good website from a bad one? Now after conducting this research it is very clear that students must use university website for getting information, but they look into all the aspects of the website as been given in this study these are few measures which students can use to easily distinguish between good website and bad one (Reliability, usability, efficiency, ease of use, information accuracy, empathy/ navigability, responsiveness). The calculated mean is also given. FIG 4-6

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Third Research Question

Does the quality of a university website influences, student evaluation for given information?

Yes thats true because students use university website for the sake getting correct information in order to take admission. But sometime when university given wrong information and student come know about it which influence them badly and that leads to dissatisfaction. So as this study shows how students evaluate the university, and by the help of information given on the website. The Fig 4-6 clearly shows that which quality dimension students like on university website and which they dislike, how and what percent these quality dimension influence students decision for taking admission. This study shows that university website poses great influence on students and with the help of given information they evaluate the overall university system.

46

CHAPTER 6

CONCLUSION

Now a day in this competitive environment every organization wants to look different to get Competitive edge to win the race of growth. But for that organization need to work hard and make them unique. As IT got boost in Pakistan organizations start using IT in their business and start getting benefit out of it, e.g. email, information etc. In this study we the result we got was not satisfactory. We use nine quality dimensions (Reliability, usability, efficiency, ease of use, information accuracy, empathy/ navigability, responsiveness). With the help of these quality variables we try to find out what factors can university use in order to make their website more attractive, appealing, and informative in order to attain good inflow of students. Because when ever students wants to take admission for further studies they simply log on to the university website for information.

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The students check almost all the features of the website. Because they believe that good university website reflect its university system. They also believe website should be

reliable every time, gives quality information, fast, responsive, easy to use which poses positive impact. But in this study the response got from the students are not satisfactory because the quality dimension used in the study was rated very low. At the present situation students are not satisfy with the university web quality because they couldnt find any useful information which is just wastage of time for them. Students look a lot of things as in Website features and then evaluates the website through that. If the website is according to their expectation they will like or else get dissatisfy. The only thing which students like is web appearance which means the universities only investing on the appearance and do not give attentions to the other characters of the web. That what happened in this study. All the variables (Reliability, usability, efficiency, ease of use, information accuracy, empathy/ navigability, responsiveness) got very less mean value so that means they are not satisfied with overall quality dimension but he only factor they found satisfying is web appearing. The university needs to work hard in improve their website features not give attention to few features but they need to keep in mind overall quality dimensions which purely satisfied the overall needs and wants of students.

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IMPLICATIONThe implication that arose from those findings is that these nine are the factors(Reliability, usability, efficiency, ease of use, information accuracy, empathy/

navigability, responsiveness) which play an vital role in developing university website. However the scope of the study is limited to the literature review of essential factors on university website service. In future further research can be conducted by using these factors. With the help of these quality dimensions we can check the website quality of any website. In above discussion it is reveled there are similarities in customer perception and evaluation criteria. Although the study is conducted with university website service the results could be apply equally well to the measurement of web service quality in other web base services. Future research in other services could also use in this study as a starting point to further validate the findings

LIMITATION

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The finding of this research also has its limitation. There wasnt a good response from students due to lack of time and their busy schedule. In descriptive study there are many aspects that are still remain undefined and hence giving basis for the further research to

be conducted. The sample size was limited as well because some students were not willing to participate in questionnaire filling.

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CHAPTER 7

REFERENCE

1.

Oliver (1980) Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ,1980.

2.

Sauprenant (1992) Developing and validating an instrument for measuring user-perceived web quality, Information & Management 39, 2002, pp. 467 476.

3.

McKinney (2002), W. Gerbing, Structural equation modeling in practice: a review and recommended two-step app Churchill (1992) explored Satisfaction as a preference evaluation

4. 5.

Roach, Psychological Bulletin 103 (3), 1988, pp. 411423. Khalifa , Liu (2003) The self-regulation of attitudes, intention, and

behavior, Social Psychology Quarterly 55 (2), 1992, pp. 178204.

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6.

Simsek,

R.T. Vidgen, Assessing the quality of auction websites, in:

Proceedings of the Hawaii International Conference on Systems Sciences, Maui, Hawaii, 46 January 2001. 7. Nai, Kirkup, & Hogson, An integrative approach to the assessment of ecommerce quality, are working paper, Center for Information Management, University of Bath, Avon, UK, 2001. 8. Macklin (2002) an evaluation of cyber-bookshops: the WebQualTM method, International Journal of Electronic Commerce 6 (1), pp. 1130. 9. Ojedokun, Owolabi, S.J. Barnes, WebQual: an exploration of website quality, in: Proceedings of the Eighth European Conference on Information Systems, Vienna, Austria, 35 July 2003. 10. K. Blanck, NPD reports soft sales for US apparel industry in 2000, March 2001, http://www.npd.com/press/releases/ press_010319.htm. 11. D.A. Dillman, Mail and Telephone Surveys: the Total Design Method, Wiley, New York, 1978. 12. M. Duff, Apparel: online apparel grows out of baby clothes fast, Discount Store News 38 (23), 1999, pp. 15. 13. Aslam, K.G. Joreskog, D.W. Sorbom, LISREL 8 Users Reference Guide, Scientific Software International and IT, Inc., Chicago, 1996.

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C. Liu, K.P. Arnett, Exploring the factors associated with website success in the context of electronic commerce, Information & Management 38, 2000, pp. 2333.

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E.T. Loiacono, WebQualTM: a website quality instrument, Doctoral dissertation, University of Georgia, Athens, 2000.

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E.T. Loiacono, D.O. Chen, D.L. Goodhue, WebQualTM revisited: predicting the intent to reuse a website, in: Proceedings of the Eighth Americas Conference on Information Systems, Barcelona, Spain, 1518 December 2002 COPPEL, J., 2000, E-commerce: Impacts and policy challenges, OECD -Economics Department Working Papers no. 252, httD://oecd.org:/eco/eco.

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GROVER, V. et al., 2001, E-Commerce and the Information Market, Communications of the ACM, vol. 44, no.4, April, 79-86. 29. ISO, 1987, ISO 9000, Quality management and quality assurance standards, International Standards Organization.

19. 20.

Hertzberg (2002) Develop theory of satisfaction, Dissatisfaction for customer ISO, 2001, ISO/IEC 9126-1, Software engineering - Product quality -Part 1: Quality model.

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IVORY, M. Y. et al, 2001, Empirically Validated Web Page Design Metrics, SIGCHI, March 31-April 4, Seattle, W A, USA.

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LIMA, Woodside. et al, (1989), Evaluating Web sites for an educational environment target for cardiology, The 3rd European Software Measurement Conference -FESMAAEMES, Madrid, September.

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Yang et al., (2000) Designing Web Usability, News Riders. Lin, Lu, OLSINA, L. et al., 1999c, Specifying Quality Characteristics for Web Sites, ICSE99 Web Engineering Workshop, Los Angeles, US.

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CHAPTER 8

APPENDIX

QUALITY FACTORS FOUND BY DIFFERENT SCHOLARSARTICLE: Software products evaluation system: quality models, metrics and processes international standards. JOURNAL: Information & software technology VOLUME: 38 YEAR: PAGE: 1996 145-154 STATUS YES YES YES YES YES YES

Quality Attribute Functionality Reliability Usability Maintainability Efficiency Portability

55

ARTICLE: Calibration of software quality JOURNAL: Neurocomputing VOLUME: 36 YEAR: PAGE: 2001 149-170

Quality Attribute

STATUS TOTAL

Reusability

YES

Comprehend

YES

Reliability

YES

Robustness

YES

Maintenance

YES

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ARITCLE: The impact of user review on software responsiveness JOURNAL: Information & management VOUME: YEAR: PAGES: 45 2008 203-210

Quality Attribute

STATUS

Reliability

YES

Portability

YES

Maintainability

YES

Usability

YES

Responsiveness

YES

ARITCLE: An investigation of use case quality in a large safety- critical software development project JOURNAL: Information & software technology VOUME: 51 57

YEAR: PAGES:

2009 1688-1711

Quality Attribute Functional

STATUS YES

Redundancy

YES

Completeness

YES

Consistency

YES

Ambiguity

YES

Readability

YES

Level of abstraction

YES

Maintainability

YES

Verifiability

YES

ARITCLE: An empirical analysis of the impact of software development problem factors on software maintainability. JOURNAL: The journal of system and software VOUME: YEAR: PAGES: 82 2009 981-992 58

Quality Attribute

STATUS

Analysability

YES

Changeability

YES

Stability

YES

Testability

YES

Maintainability

YES

ARITCLE: The impact of software process standardization on software flexibility and projectmanagement performance. JOURNAL: Information and software technology VOLUME: 50 YEAR: PAGES: 2008 889-896

59

Quality Attribute

STATUS

Software process SD

YES

Software Flexibility

YES

Project Performance

YES

ARITCLE: Empirical investigation of refactoring effect on software quality JOURNAL: Information and software technology VOUME: YEAR: PAGES: 51 2009 1319-1326

Quality Attribute

STATUS

60

Adaptability

YES

Maintainability

YES

Understand ability

YES

Reusability

YES

Testability

YES

USAGE RESULT

TOTAL

Functionality

2

Reliability

3

Usability

2

61

Maintainability

6

Efficiency

1

Portability

2

Reusability

2

Comprehend

1

Robustness

1

Responsiveness

1

Redundancy

1

Completeness

1

Consistency

1

Ambiguity

1

Readability

1

Level of abstraction

1

62

Verifiability

1

Analysability

1

Changeability

1

Stability

1

Testability

2

Software process SD

1

Software Flexibility

1

Project Performance

1

Adaptability

1

Understand ability

1

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Questionnaire FormatCronbach's Alpha .881

Introduction Section 1 Section 2

A brief describing that who to fill the questioaire Respondents ( Students) Part Questions to be answer

Reliability Statistics

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Regression Analysis

Mode1

R.552

R Square.304

F6.026

Sig0.00

Descriptive Analysis and Factors Used

Mean Reliability EMPATHY Responsiveness Efficiency Functionality Usefulness Ease of use Accuracy Appearances 3.5784 3.6418 2.3350 2.6352 2.8181 2.6095 2.6733 2.6260 2.5638

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Mean Satisfaction 2.7090

QUESTIONNAIRE

Please take a few minutes to complete this survey. We are conducting a research on the satisfaction level of the student towards university website. We have selected your institute, your specific answer will be completely anonymous, but your views, in combination with those of others, are extremely important. So your response will be very valuable to us.

1

2

3

4

5

Strongly Disagree Neutral Disagree

Agree

strongly Agree

1: RELIABILITY: (please circle one number for each statement) 66

Website contains a complete overview of the University information....1.2.........3...........4..5 Website contain full detail of programs ......1.2.........3...........4..5 The user can have information without Website registration......................1.........2.........3...........4..5 Website contain full detail of fee structure..........1.........2.........3...........4..5

2: EMPATHY/ NAVIGABILITY: (please circle one number for each statement)

Standard home button is available on every page........................................1.........2.........3...........4......5 It is easy to print from the website...1.........2.........3...........4..5 Finding your way on the website is easy......................................................1........2.........3...........4..5

3: RESPONSIVENESS: (Please circle one number for each statement)

Information is provided to frequently asked question and answer. 1........2.........3............4.........5 Queries and complains are resolved within 24 hours..1........2.........3............4.........5 An email address for queries and complaint is provided.............................1.........2.........3...........4..........5

4: EFFECIENCY: (Please circle one number for each statement)

The site makes it easy to find what I need...........................................1........2.3...........4..........5 Information at the site is well organized..................................................1........2.3...........4..........5 Website load its pages fast...............................................1........2.3...........4..........5

5: FUNCTIONALITY: (Please circle one number for each statement) 67

The site provide quality of information..1..........2........3............4.........5 The site provide contact information...1.........2.........3............4.........5 The site provide complete fee information..1.........2.........3............4.........5 The site provides courses information.1.........2.........3............4.........5

6: USEFULNESS: (Please circle one number for each statement)

This website increases organization productivity by attracting more students...............................................................................................1.........2........3............4.........5 This website made it easier for me to select University for admission........1.........2........3............4.........5 This website is useful for providing information.................1.........2.....3...........4.........5

7: EASE OF USE: (Please circle one number for each statement)

Learning to operate this website is easy.......................................................1........2..........3...........4.........5 This website is flexible to interact with..................................................... 1.........2.........3............4.........5 It is easy to become skilful at using this website.........................................1.........2.........3............4.........5

8: INFORMATION ACCURACY: (Please circle one number for each statement)

The website provides accurate information.........................1.........2.........3............4.........5 The website provides updated information..........................1.........2.........3............4.....5 The web site provide information in appropriate format.............................1.........2.........3............4.........5

9: WEB APPEARANCE: (Please circle one number for each statement)

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The web site displays visually pleasing designs..................1.........2.........3............4.........5 The website is visually appealing .......... 1.........2.........3............4.........5 The display pages within the website are easy to read ................................1........2.........3.............4.........5

10: SATISFACTION: (Please circle one number for each statement)

I think I did the right thing by visiting University Web site1.23.4.....5 My choice to visit University Web site was a wise one...1.23.4.....5 I am happy with my decision to visit University Web site..1..23.45

THANK YOU

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