Cultural context of educational service management on example of e-learning website quality

Objectives The aim of this study is to examine how e-learning website features distinguish in cultural context and to propose the adaptation possibilities of the specific cultural characteristics in e-learning website design with regard to the influence of different cultural dimensions on quality perception. Material and methods Based on the literature review and the characteristic dimensions of Polish culture five hypotheses for the causal relationship between the cultural values and their influence on students’ requirements regarding e- learning website quality have been proposed. In order to test the hypotheses, a questionnaire survey has been carried out to gather empirical data. Correlation analyse was used to estimate the relationship between culture dependent students' expectations and estimated e-learning website features. Results All research hypothesis are accepted. According to conducted analysis, e-learning website design, which takes into consideration cultural values and reflects culture dimensions typical for particular cultural group have positive influence on students’ experiences and online learning satisfaction. Conclusions It should be stated that in addition to functional requirement of the e-learning website, it should reflects the cultural environment. The findings of this study suggest that universities should consider different cultural dimensions, when they decide to formulate strategies about distance learning in international online environment and e-learning website design. Higher education institutions should use findings of this study to develop cultural adapted e-learning websites.