The Effects of Self-Regulated Learning and Other Students’ Helping Behavior on Service Quality in Online Learning:

Service is the process that creates value, and customers participate in its production.Customer participation occurs efficiently when the participation processes are structured.However, the customer participation processes in online learning are unstructured and complex.Therefore, students in online learning services are required to self-regulate their learning to adapt to these processes.Additionally, other students helping behavior affects self-regulated learning.However, few studies have examined the effects of students selfregulated learning on the production and evaluation of the service and the relationship between other students helping behavior and students self-regulated learning.Therefore, this study empirically investigates how students self-regulated learning in online learning affects their perceived service quality through the mediation of customer participation and how other students helping behavior affects self-regulated learning.The results of the analysis reveal the following three findings.First, students self-regulated learning has a negative direct effect on perceived service quality.Second, it positively affects service quality through customer participation mediation.Third, other students helping behavior facilitates students self-regulated learning.Based on these findings, we discuss the studys contributions to service marketing research.