PARENTAL PERCEPTIONS, STUDENT ADOPTION, AND SERVICE QUALITY: A TRIANGULAR APPROACH TO MARKETING IN ONLINE EDUCATION

DOI: https://doie.org/10.65985/APER.2026362650

Authors:

Bharti Shukla, Bijendra Kumar Pushkar, Badal Sharma, Raunit Raj, Ravikesh Kushwaha

Keywords:

Online education, user satisfaction, service quality, content relevance, digital learning, parental engagement, societal impact, digital marketing in education.

Abstract:

This paper examines the complex nature of online education in terms of its adoption, effectiveness, and consequences in the society. Although the use of digital learning platforms has become increasingly relevant, several gaps in the research remain, especially when it comes to focusing on demographic differences, their effects on society in the long run, and the role of institutional support and parental involvement. The study is expected to determine user satisfaction and perceived usefulness of online education based on empirical data obtained on 208 subjects (students, professionals, and parents). Based on descriptive statistics and structural equation modeling (SEM) the study establishes strong relationships between the quality of content and responsiveness of the service and general satisfaction. The core implications are that properly organized material and quality delivery service contributes greatly to the perception of the usefulness of online education which, again, affects the user satisfaction. Cultural and psychological factors, efficacy in digital marketing, and parental involvement are other issues noted to be important in the study. The findings enhance a more subtle approach to the digital learning ecosystem and can provide a strategic perspective to educators, policymakers, and marketers to enhance the online education experience.

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