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Influence of Webqual on E-Satisfaction: A Strategic Tool for Educational Marketing


Shehely Parvin, Zakia Rahman, Dr. Jashim Uddin

Website is the online platform through which the information is provided to the visitors in this digital era. Therefore, qualities of website (WebQual) have significant influence on e-satisfaction. As a result, technological advancement and competitive online market environment enforce the marketers to consider the e-satisfaction as a significant construct for marketing literature. Traditional SERVQUAL dimensions are not enough for online marketspace to measure e-satisfaction. As a consequence, the present study have been identified some website dimensions (WebQual) for educational website which have significant statistical influence on e-satisfaction. From the extant literature, seven website constructs for educational marketing identified and finally five constructs has been found which have significant influence on users’ e-satisfaction towards the website. The findings of the study may assist educational marketer for developing consumer-oriented marketing strategies to increase e-satisfaction and to consider WebQual will be a strategic marketing tool to the digital marketer.

Keywords- WebQual, E-satisfaction, Educational Marketing