Online Service Quality among University Students: A Structural Equation Model of Its Key Determinants
DOI:
https://doi.org/10.46990/relayn.2026.10.2.2783Keywords:
Online service quality, website design, privacy, customer service, public universityAbstract
The objective of this study was to determine the influence of website design, customer service, and privacy on students’ perceived online service quality at a public university, under the general hypothesis that these variables exert a positive and significant influence on such perception. A quantitative methodology with a causal scope was employed, using a non-probabilistic sample of 220 observations. Through the analysis and validation of a structural equation model using SmartPLS, an adequate model fit was obtained, revealing statistically significant relationships among the variables analyzed. This study provides empirical evidence on online service quality in public universities and proposes a useful model to guide the design, implementation, and improvement of their digital strategies.
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