An Exploratory Case Study on the Effects of E-Service Quality on Student Satisfaction and Retention

Abstract

The aim of this study was to explore the effects of e-service quality on student satisfaction and retention. It reports an exploratory case study conducted on 50 purposively selected undergraduate students from a government-run higher education institution in India. The data were collected for content analysis through interviews and focus group discussions based on students' subjective experiences. Findings revealed that e-service quality substantially impacts students' satisfaction levels which eventually accosts their retention in the e-learning environment. A majority of interviewees stated all four dimensions of e-service quality—efficiency, fulfilment, privacy, and system availability—are instrumental to influence their satisfaction level. Satisfied students are more likely to be retained. The implication is that students might be provided with a more satisfied and engaging e-learning experience and service providers or institutions who seek customer satisfaction might take note of these dimensions to boost e-learning.