The Conjoint Influence of Trust Building and Electronic Marketing on Student Satisfaction: A PLS-SEM Analysis of Ugandan Private Universities

Abstract

This study investigates the relationship between trust building and student satisfaction within private charter universities in Kampala, Uganda, with a particular emphasis on the moderating role of electronic marketing. Employing a quantitative, cross-sectional survey design, data were collected from 323 third-year students across five universities. Analysis conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) indicated that trust building exerts a significant positive influence on student satisfaction (β = 0.466, p < 0.001). Additionally, electronic marketing was found to significantly moderate this relationship (β = 0.085, p < 0.05), suggesting that effective digital marketing strategies enhance the positive effect of trust on satisfaction. This study contributes to the literature on relationship marketing by illustrating that electronic marketing functions as a conditional variable that fortifies the connection between trust and satisfaction. The findings imply that university administrators should integrate comprehensive trust-building initiatives with strategic electronic marketing to maximize student satisfaction outcomes.