Abstract:

This study explores students’ perceptions regarding the impact of website design, navigation and personalization on e-service quality satisfaction.  Students from Petra University in Jordan participated in this study in which they rated their perceptions regarding e-service options provided by the University. A questionnaire was used to explore their perceptions.  Regression analysis was conducted to test the hypotheses. The results indicated that website design, navigation and personalization were found to be predictors of e-service quality satisfaction. The results of this study provide a comprehensive set of implications for practitioners and researchers. This study shows how the website design, navigation and personalization play a crucial role in the overall evaluation of e-service quality satisfaction. Practitioners and academics have to work hand in hand to align their efforts and respond to new opportunities and threats in education.