The Effect of E-Service Quality on Brand Love: E-Satisfaction as a Mediator
Journal Title: Journal of Economics, Finance and Management Studies - Year 2025, Vol 8, Issue 01
Abstract
Love for higher education institutions is a crucial aspect in strengthening the sustainability and existence of higher education institutions in the future. This research aims to examine the influence of e-service quality on e-satisfaction and brand love in the context of higher education. The novelty of this study lies in the development of a conceptual model that links e-service quality, e-satisfaction, and brand love, specifically adapted for the context of higher education services. The study population consists of students in Yogyakarta, with a sample of 500 respondents selected using the purposive sampling method. Data collection was conducted through a closed-ended questionnaire distributed online. The data obtained were analyzed using the WarpPLS approach. The research findings indicate that e-service quality significantly influences e-satisfaction. However, the direct effect of e-service quality on brand love is not significant. On the other hand, e-satisfaction has a significant influence on brand love. Additionally, the study finds that e-service quality indirectly affects brand love through the mediation of e-satisfaction. These findings provide theoretical and practical implications for higher education managers, particularly in improving the quality of electronic services to foster a stronger emotional connection between students and institutions. This contributes to the development of more effective service strategies to cultivate students’ loyalty and affection toward higher education institutions.
Authors and Affiliations
SUSANTA , Humam Santosa UTOMO , Hery SUTANTO , SURATNA , Rosalia Dwi Fadma TJAHJANTI,
Keywords
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- EP ID EP755758
- DOI 10.47191/jefms/v8-i1-52
- Views 28
- Downloads 0
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