Modeling the Quality of Educational and Sports Services in Physical Education at Farhangian University Using a Mixed-Method PLS-SEM Approach
Keywords:
Educational Service Quality, Sports Services, Physical Education, Farhangian University, Grounded Theory, PLS-SEMAbstract
The present study aimed to model the quality of educational and sports services in physical education at Farhangian University using a mixed-method approach based on partial least squares structural equation modeling. This applied study employed an exploratory mixed-method design consisting of qualitative and quantitative phases. In the qualitative phase, grounded theory with a constructivist approach was utilized, and data were collected through semi-structured interviews with sports management faculty members, physical education administrators, and educational experts. Purposeful and theoretical sampling continued until theoretical saturation was achieved. In the quantitative phase, the statistical population consisted of Farhangian University students, from whom 360 participants were selected using stratified sampling. The quantitative instrument was a researcher-made questionnaire developed based on qualitative findings. Qualitative data were analyzed using MAXQDA software, while quantitative data were analyzed using SPSS-25 and Smart PLS software. Qualitative findings revealed that the quality of educational and sports services in physical education at Farhangian University consisted of five main dimensions: educational process, sports services, human resources, structural factors, and perceptual factors. Structural equation modeling results demonstrated that all extracted dimensions had significant factor loadings and positive effects on educational and sports service quality. Furthermore, reliability and validity indicators, including Cronbach’s alpha, composite reliability, and average variance extracted, were at acceptable levels, and discriminant validity of the model was confirmed. Among the identified dimensions, educational process and sports services showed the strongest effects on service quality. The findings indicated that the quality of educational and sports services in physical education at Farhangian University is a multidimensional construct influenced by educational, human, structural, and perceptual factors, and improving it requires comprehensive planning, infrastructure development, human resource empowerment, and attention to students’ experiences and satisfaction.
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