The Role of E-Service Quality in Shaping User Loyalty on Educational Platforms: Mediating Effects of User Satisfaction

Abstract

With the increasing reliance on digital platforms for education, the quality of online services has become a critical factor in user retention and satisfaction. In the rapidly evolving educational platform landscape, ensuring high E-Service Quality is key to fostering long-term user engagement and loyalty. The purpose of this paper is to evaluate the e-service quality of educational platforms and to analyse the Mediating Role of user satisfaction between E-Service Quality and User Loyalty. The technique used in the current study is Structural Equation Modelling using SMART PLS. The Findings of the study indicated that service quality is significantly reflected through content quality, efficiency, privacy & security, reliability, technical support, and user interface/design. It was further found that e-service quality has a significant total effect on user loyalty, and user satisfaction mediates the relationship between E-service quality and user loyalty. The findings aim to shape strategies that improve online education quality, benefiting both learners and educators in the digital learning era.