Satisfaction and Dissatisfaction: Formulating Digital Marketing Strategy for Online Faith-Based Education

When digitally marketing an online educational program, degree or course, an institution must realize the target market which it is trying to reach. However, the demographics of the online student is extremely diverse, making marketing efforts difficult. With such a demographically diverse online student population to attract, it is important to understand what attributes make current online students satisfied or dissatisfied with the online education experience. Once these attributes are understood, organizations can effectively formulate digital marketing strategy to attract future students. While the efforts to understand satisfaction and dissatisfaction of the online student have been numerous, these studies have mainly centered upon secular organizations. Therefore, to contribute to the literature, this study identifies which attributes make online students satisfied or dissatisfied within the faith-based online educational environment. The results of the study may help organizations and educational institutions with a faith-based mission be more effective in their digital marketing efforts to attract and enroll online students.

While the efforts to understand satisfaction and dissatisfaction of the online student have been numerous, these studies have mainly centered upon secular organizations. Therefore, to contribute to the literature, this study identifies which attributes make online students satisfied or dissatisfied within the faith-based online educational environment. The results of the study may help organizations and educational institutions with a faith-based mission be more effective in their digital marketing efforts to attract and enroll online students.