Student Retention in IELTS Platforms: Impact of Service Efficiency, Reviews, and Satisfaction

Abstract

This study explores key factors influencing student retention in IELTS online preparation platforms, with a focus on service efficiency, review quality, and customer satisfaction. As global demand for IELTS certification rises, online platforms face challenges in maintaining student engagement and loyalty. This research examines how service quality, efficiency, review diversity, and readability affect satisfaction, retention, and long-term loyalty. A quantitative, cross-sectional survey design was used to collect data from students enrolled in various IELTS platforms. Stratified random sampling ensured diverse representation, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the conceptual model. The study integrates SERVQUAL, Expectation-Confirmation Theory (ECT), and the Information Adoption Model (IAM) to explore direct, mediating, and moderating relationships. Findings reveal that service efficiency and quality significantly influence customer satisfaction, which mediates retention and loyalty. Additionally, the credibility and readability of online reviews impact satisfaction, with review readability moderating the satisfaction–retention link. However, retention does not always lead to loyalty, highlighting the need for post-course engagement strategies. This study contributes a comprehensive model for digital education platforms by combining service performance and review mechanisms. Practical implications suggest that personalized learning, authentic feedback systems, and continuous engagement can improve satisfaction and long-term student loyalty.