Article Details

Abstract:

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