Quality as a drive-up digital teaching: Analysis of virtual classes in Colombian business schools

The quarantines caused by the Covid-19, generated that thousands of university students had to abruptly abandon their classroom classes, and receive them in a virtual way. This sudden change caused a break in the daily life of thousands of university students, who were forced to use a teaching method that, although not new, was unusual at that time. This, initially generated a situation of rejection, stress and a perception of low quality classes that were received in a virtual way. However, with the passage of time, there was a need to know the perception of students about the quality of their virtual classes, but once the mandatory quarantine ended, because the literature has been focused only during the quarantine period. On the other hand, most studies on this topic have focused on developed countries, so there is little literature on the perception of virtual classes, taken by students from South America, whose countries have economic, social and technological characteristics, very different from developed countries. Based on the above, this study analyzes the perceptions of 867 students from 12 private business schools in the city of Bogota, Colombia. The data processed through PLS, allows us to observe that students have changed their negative perception towards virtual classes, and that, at present, these classes are considered of quality. Similarly, we can see that satisfaction, the willingness to continue using this methodology in the future, and the good performance of the university brand, are direct results of the quality of virtual classes.