Factors Affecting E-Service Satisfaction

Abstract

User satisfaction is an important predictor of online consumer behavior and the success of a web-based system. If customers are satisfied with the services received through the online system, it is likely they will keep using the system. To examine factors affecting user satisfaction with e-services, a questionnaire was distributed to a random sample of (615) students out of (5918) at Petra University in Jordan to explore their perceptions. Regression analysis was conducted to test the hypotheses. The results indicated that website design, navigation, and personalization were found to be predictors of e-service satisfaction. The results of this study provide a comprehensive set of implications for practitioners and researchers. This study shows how the website design, navigation, and personalization play a crucial role in the overall evaluation of e-service satisfaction. Management of universities need to be aware that a bad experience with website design, navigation, and personalization can affect satisfaction, if a student has a bad experience regarding interactivity, customization, or website design, then a student might make an overall e-service judgment even before a transaction can take place. If customers believe that an organization’s website is hard to use, poorly designed, and doesn’t take into consideration distinguished services for each user, then customers are likely to move to other organizations’ websites.