Work

Data-Driven Insights into Consumer Satisfaction in E-Learning: Implications for Sustainable Digital Marketing

Year: 2025

Type: article

Abstract: This study investigates consumer satisfaction in e-learning services by addressing a specific gap in the literature: the limited integration of sustainability principles and behavioral modeling in understanding satisfaction drivers in online education. While existing studies have explored engagement and usability, few have considered how sustainability-related factors influence satisfaction in digital learning environments. Based on a conceptual model involving system quality, service quality, motivation, and cognitive engagement, we applied structural equation modeling (WarpPLS) to a sample of 312 university students from Romania, using mainstream learning management systems (LMS). Data were collected from students at the Bucharest University of Economic Studies using a convenience sampling method. The results show that service quality and cognitive engagement are the strongest predictors of satisfaction. This study offers practical recommendations for improving sustainable digital marketing strategies in e-learning, such as enhancing support services and aligning platform features with eco-conscious consumer expectations.

Source: Sustainability

DOI: 10.3390/su17146445

Authors: Daniel Moise, Elena Goga, Georgiana Rusu, Raluca-Giorgiana Chivu (Popa), Mihai-Cristian Orzan

Institution: Bucharest University of Economic Studies

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: gold

Estimated APC paid: $2,896