E-Service Quality, Corporate Image, Government Policy terhadap E-Satisfaction pada Universitas yang di Moderasi E-Trust

Albetris Albetris, M Alhudhori, Reni Devita, Muhammad Emil


Service competition at the University with the use of technological facilities to serve people who have not been served by services at the University has great potential to expand the distribution of services to the community. The model of service marketing, relational marketing and digital marketing needs to be studied simultaneously through a service marketing management approach to get e-satisfaction. The purpose of this study was to obtain an e-Satisfaction model at the University as a marketing strategy for University services, especially in Jambi Province. The research design used an explanatory survey approach. The survey was conducted at Private Universities in Jambi Province. The number of respondents as many as 392 University service users taken by random sampling. Data analysis was carried out using a structural equation modeling (SEM) approach and the SmartPLS 4 program.


e-service quality, corporate image, e-trust, e-satisfaction, e-loyalty, branchless University.

Full Text:



Al-Manasra, E. A., Khair, M., Zaid, S. A., & ... 2013. Investigating the impact of website quality on consumers’ satisfaction in Jordanian telecommunication sector. … and Business Journal. https://www.sciencedirect.com/science/article/pii/S2214462513000066

Ali, M. A. B. 2020. How the Firm can Build Customers’ Loyalty to Its Website. In International Journal of Business and Social Science. ijbssnet.com. http://ijbssnet.com/journals/Vol_11_No_10_October_2020/15.pdf

Asgari, N., Ahmadi, M. H., Shamlou, M., Rashid Farokhi, A., & Farzin, M. 2014. Studying the Impact of E-Service Quality on E-Loyalty of Customers in the Area of E-Universitasing Services. Journal of Management and Sustainability, 4(2), 126–133. https://doi.org/10.5539/jms.v4n2p126

Ashtiani, B. 2020. Electronic loyalty and recommendatory electronic advertisements in news pages and channels of social networks. Journal Of Management And …. http://www.journals.researchub.org/index.php/JMAS/article/view/874

Beerli, A., Martín, J. D., & Quintana, A. 2004. A model of customer loyalty in the retail Universitasing market. European Journal of Marketing, 38(1/2), 253–275. https://doi.org/10.1108/03090560410511221

Behjati, S., Nahich, M., & Othaman, S. N. 2012. Interrelation between E-service Quality and E-satisfaction and Loyalty. In European Journal of Business and …. Citeseer. http://citeseerx.ist.psu.edu/viewdoc/download?doi=

Bowen, T., & Qmzrtedy, C. 2003. “ Loyalty : ASaategic Commkmeni .†47–52.

Brown, J. O., Broderick, A. J., & Lee, N. 2007. Online Communities : Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir

Caruana, A. 2002. Service loyalty. European Journal of Marketing. https://www.emerald.com/insight/content/doi/10.1108/03090560210430818/full/html?src=recsys&fullSc=1&mbSc=1

Crutzen, R., Cyr, D., & Vries, N. K. de. 2011. Bringing loyalty to e-Health: theory validation using three internet-delivered interventions. In Journal of medical Internet research. jmir.org. https://www.jmir.org/2011/3/e73/

Firdous, S., & Farooqi, R. 2017. Impact of internet Universitasing service quality on customer satisfaction. In The Journal of Internet Universitasing and …. icommercecentral.com. https://www.icommercecentral.com/open-access/impact-of-internet-Universitasing-service-quality-on-customer-satisfaction.php?aid=85570

Floh, A., & Treiblmaier, H. 2015. What Keeps the E-Universitasing Customer Loyal? A Multigroup Analysis of the Moderating Role of Consumer Characteristics on E-Loyalty in the Financial Service Industry. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2585491

Ford, J. B., Joseph, M., & Joseph, B. 1999. Importanceâ€performance analysis as a strategic tool for service marketers: the case of service quality perceptions of business students in New Zealand and the USA. Journal of Services Marketing. https://www.emerald.com/insight/content/doi/10.1108/08876049910266068/full/html

Gera, R. 2011. Modelling eâ€service quality and its consequences in India: an SEM approach. Journal of Research in Interactive Marketing. https://www.emerald.com/insight/content/doi/10.1108/17505931111187811/full/html

Hackman, D., Gundergan, S. P., Wang, P., & ... 2006. A service perspective on modelling intentions of onâ€line purchasing. Journal of Services …. https://www.emerald.com/insight/content/doi/10.1108/08876040610704892/full/html

Haq, I. U., & Awan, T. M. 2020. Impact of e-Universitasing service quality on e-loyalty in pandemic times through interplay of e-satisfaction. In Vilakshan–XIMB Journal of Management. emerald.com. https://www.emerald.com/insight/content/doi/10.1108/XJM-07-2020-0039/full/html

Haryanti, T., & Subriadi, A. P. 2020. Factors and Theories for E-Commerce Adoption: A Literature Review. … Journal of Electronic Commerce …. http://www.academic-pub.org/ojs/index.php/ijecs/article/view/1910

Hesamian, M. H., Jia, W., He, X., & Kennedy, P. 2019. Deep learning techniques for medical image segmentation: achievements and challenges. In Journal of digital imaging. Springer. https://link.springer.com/article/10.1007/s10278-019-00227-x

Hien, N. M. 2014. A study on evaluation of e-government service quality. International Journal of Humanities and Social …. http://publications.waset.org/9997019/a-study-on-evaluation-of-e-government-service-quality

Hu, H. Y., Cheng, C. C., Chiu, S. I., & ... 2011. A study of customer satisfaction, customer loyalty and quality attributes in Taiwans medical service industry. In African Journal of Business …. researchgate.net. https://www.researchgate.net/profile/Shao-I_Chiu/publication/228425200_A_study_of_customer_satisfaction_customer_loyalty_and_quality_attributes_in_Taiwan%27s_medical_service_industry/links/0fcfd50ef8c1d7cdb2000000.pdf?origin%3Dpublication_detail

Luongo, K. 2019. The Kamba Peoples Of Kenya: Ethnicity and Empire in Kenya: Loyalty and Martial Race Among the Kamba, c. 1800 to the Present. By Myles Osborne …. Journal of African History. https://search.proquest.com/openview/952abfa9cfaef1ab0fce247801f2b720/1?pq-origsite=gscholar&cbl=24212

Malik, M. E., Ghafoor, M. M., & Hafiz, K. I. 2012. Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector. In International journal of business and …. ijbssnet.com. http://ijbssnet.com/journals/Vol_3_No_23_December_2012/13.pdf

Munusamy, J., Chelliah, S., & Mun, H. W. 2010. Service quality delivery and its impact on customer satisfaction in the Universitasing sector in Malaysia. In … journal of innovation, management …. ijimt.org. http://www.ijimt.org/papers/71-M461.pdf

Noor, A. M., & Saad, R. A. J. 2016. The mediating effect of trust on the relationship between attitude and perceived service quality towards compliance behavior of zakah. International Journal of Economics and …. https://search.proquest.com/openview/6e228404c501979aa65aa55654cebeaa/1?pq-origsite=gscholar&cbl=816338

Nugraha, K. S. W. 2022. Internet Universitasing Service Quality: Building Satisfaction and Customer Trust. International Journal of Social Science and …. https://ejournal.undiksha.ac.id/index.php/IJSSB/article/view/31861

Opuni, F. F., Adu-Gyamfi, K., & Opoku, E. 2014. A Principal Component Analysis on Elements of the E-Image Model: Towards better Leveraging of Internet Marketing in Ghana. In … Journal of Marketing Studies. academia.edu. https://www.academia.edu/download/59980486/Principal_Component_Analysis20190711-66744-1wm9c81.pdf

Ou, W. M., Shih, C. M., & Chen, C. Y. 2015. Effects of ethical sales behaviour on satisfaction, trust, commitment, retention and words-of-mouth. International Journal of Commerce and …. https://www.emerald.com/insight/content/doi/10.1108/IJCoMA-04-2013-0040/full/html

Parasuraman, A., Zeithaml, V. A., & ... 2005. ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service …. https://journals.sagepub.com/doi/abs/10.1177/1094670504271156

Poon, W. C., & Lee, C. K. C. 2012. E-service quality: an empirical investigation. Journal of Asia-Pacific Business. https://www.tandfonline.com/doi/abs/10.1080/10599231.2012.690682

Ranganathan, S. K., Madupu, V., Sen, S., & ... 2013. Affective and cognitive antecedents of customer loyalty towards e-mail service providers. Journal of Services …. https://www.emerald.com/insight/content/doi/10.1108/08876041311330690/full/html

Raviadaran, H., Dastane, O., Ma’arif, M. Y., & ... 2019. Impact of Service Quality Dimensions on Internet Universitasing Adoption, Satisfaction and Patronage. International Journal …. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3503393

Rowley, J., & Dawes, J. 1999. Customer loyalty – a relevant concept for libraries? Library Management, 20(6), 345–351. https://doi.org/10.1108/01435129910280474

Shankar, A., & Jebarajakirthy, C. 2019. The influence of e-Universitasing service quality on customer loyalty. International Journal of Universitas Marketing. https://www.emerald.com/insight/content/doi/10.1108/IJBM-03-2018-0063/full/html

Srinivasan, S. S., & Anderson, R. n.d.. K. Ponnavolu 2002: Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences. In Journal of Retailing.

Sumithra, K., & Sivanenthira, S. 2019. E-service quality and customer loyalty: Special reference to Universitasing sectors in Jaffna District. SAARJ Journal on Universitasing & …. https://www.indianjournals.com/ijor.aspx?target=ijor:sjbir&volume=8&issue=6&article=003

Sweeney, J. C., Soutar, G. N., & Mazzarol, T. 2008. Factors influencing word of mouth effectiveness: Receiver perspectives. European Journal of Marketing, 42(3–4), 344–364. https://doi.org/10.1108/03090560810852977

Tjiptono, F., & Chandra, G. 2004. Tjiptono, Fandi. & Chandra, Gregory. (2004). Service, Quality dan Satisfaction. Yogyakarta; Andi. Jurnal of Business and Management Sciences, 4(4), 76–81. https://doi.org/10.12691/jbms-4-4-1

Torres, E. N. 2014. Deconstructing service quality and customer satisfaction: Challenges and directions for future research. Journal of Hospitality Marketing & Management. https://www.tandfonline.com/doi/abs/10.1080/19368623.2014.846839

Verhoef, P. C., Lemon, K. N., Parasuraman, A., & ... 2009. Customer experience creation: Determinants, dynamics and management strategies. Journal of …. https://www.sciencedirect.com/science/article/pii/S0022435908000845

Vos, A., Marinagi, C., Trivellas, P., EberhMahasiswa Universitas Swasta Provinsi Jambi, N., & ... 2014. Electronic service quality in online shopping and risk reduction strategies. Journal of Systems …. https://www.emerald.com/insight/content/doi/10.1108/JSIT-01-2014-0008/full/html

Wali, A. F., & Opara, B. C. 2012. E-Service quality experience and customer loyalty: an emphasis of the Nigeria airline operators. In European Journal of Business and Social …. academia.edu. https://www.academia.edu/download/36002935/E-Service_Quality_3.pdf

Yaghubi, N. M., Chenijani, A. A., & ... 2014. Study of student’s e-satisfaction from e-services of university. … Journal of Research in …. https://www.indianjournals.com/ijor.aspx?target=ijor:ajrssh&volume=4&issue=11&article=021

Yang, Z., & Fang, X. 2004. Online service quality dimensions and their relationships with satisfaction. International Journal of Service Industry Management. https://www.emerald.com/insight/content/doi/10.1108/09564230410540953/full/html

Yu, T. K., & Wu, G. S. 2007. Determinants of internet shopping behavior: An application of reasoned behaviour theory. International Journal of Management. https://search.proquest.com/openview/50ea549cb89c59d4e4dbafb0f8da7851/1?pq-origsite=gscholar&cbl=5703

DOI: http://dx.doi.org/10.33087/jmas.v7i2.757


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jmas.unbari@gmail.com

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.