Factors Influencing Customer Satisfaction and Loyalty of Online Educational Platform in Indonesia: Analysis of E-Service Quality Factors

Abstract

The emergence of investing education platforms business alongside the investing trends in generation Z and Millennials arise the competitive environment between the education platform business. The biggest challenge for internet-technology-based service is to provide and maintain customer satisfaction and customer loyalty in the long run. Service quality has gradually been recognized as a critical factor used to gain a competitive advantage and customer retention. Thus, this study investigates the factors of E-Service Quality that influence the customer’s decision to use the educational platform and see whether the customer’s needs and expectations are fulfilled or not when they use the platform. This research uses quantitative methods using judgmental sampling techniques to collect data using an online survey questionnaire with 262 respondents. This research is targeting the generation Z and millennial respondent from one of the online educational platforms in Indonesia. This study uses the PLS-SEM method to analyze the data. Results of this study indicated that there is a positive significant relationship of e-service quality variables which are efficiency, fulfillment and privacy on customer satisfaction and customer satisfaction on customer loyalty.

Keywords: Customer Loyalty, Customer Satisfaction, E-Service Quality, Indonesia, Online Educational Platform, Online Survey, PLS-SEM, Quantitative Method