FACTORS INFLUENCING E-SERVICE SATISFACTION IN TERTIARY EDUCATION IN GHANA

Empirical work on the quality, expectation, and loyalty of e-services and their implications on satisfaction in the sense of 'normal' service has not been carried out. With this in mind, this study analyzed the linkages between e-service quality (in this 'normal' service environment), e-service expectation, e-service satisfaction, and e-service usage frequency by using PLS-SEM-VB using questionnaire data collected from 360 students. The conclusions obtained suggested that the level of usage of E-service has only a positive direct impact on the quality of e-service and satisfaction of e-service. E-service expectations also have an indirect positive effect on e-service satisfaction through the frequency of use of the E-service. The consequence of these findings is that companies offering low-quality e-services are more likely not to satisfy their clients. In effect, will not affect their engagement but would still use the service for buying and re-purchasing purposes due to institutional purposes. The assumption in the case of the current study is that universities with better e-services should have students considering their e-services to be adequate and therefore consistent in using e-services to enhance learning and administrative communication.