scroll to top
0

Mobile Menu

Header Layout

EBSCO Auth Banner

Let's find your institution. Click here.

Page title

Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality, and E-Satisfaction for Generation Z Students?

Additional Information
Bina Nusantara University, 2021.
2021
The goal of the research was to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. The research was conducted at Bina Nusantara University (Binus) with a sample of 100 students from Generation Z using quantitative approach with data collection by distributing questionnaires to be analyzed using path analysis. The findings show that social media marketing and e-service quality significantly have impacts on e-satisfaction and customer engagement, while the e-satisfaction does not significantly impact customer engagement. Therefore, the development of digital technology in higher education becomes the main focus for supporting services and activities.
electronic resource
1412-1212
2541-2388
https://journal.binus.ac.id/index.php/winners/article/view/6970; https://doaj.org/toc/1412-1212; https://doaj.org/toc/2541-2388
10.21512/tw.v22i1.6970
edsdoj.283a4ddf63d14915a5b8f9d0dfaede19

banner_970x250 (970x250)

sponsored