Why e-Service Quality Matters for Business Management Program

Referring to COVID-19 outbreak, where various institutions carry out work from home (WFH) policies including universities. The application of technology, therefore, in service delivery is the most decisive aspect for service quality. This study tried to investigate the importance of electronic service quality (e-SQ) on student satisfaction (SS) and student loyalty (SL) both directly model (e-SQ - SL) and indirectly model (e-SQ - SS - SL). The research constitute a causal and quantitative research. In the process, therefore, used probability sampling for data collection and SEM-PLS program for processing data. The sample size consisted of 249 students of business management program. This research found that e-SQ had importance role (significantly) both directly on SS and SL as well as indirectly on SL pass through SS. In this context, efficiency and lecturer's competency were the most importance indicators for the research model. The research model could be guidance for intake strategy of business management program.