The impact of e-service quality on word of mouth: A higher education context

Student satisfaction is an important determinant of university enrollment and reputational capital. This paper investigates e-service quality impact on word-of-mouth measures of student satisfaction of Romanian university students by exploring important of e-service quality dimensions. Data were collected using an online structured questionnaire of 298 Romanian students to examine the proposed research model by deploying structural equation modelling with Smart PLS 4. We find that website performance, information quality, and website confidentiality are significantly associated with e-service quality. Moreover, findings revealed a positive impact of eservice quality on word of mouth. Quality of website services contributed significantly to e-service quality and recommendation using word of mouth. Our findings provide useful insights and practical implications regarding the impact of the quality of website services upon the satisfaction of students.