The Impact of the Institutional Website on Corporate Image: A Framework Proposition from the E-Servicescape

Abstract

Objective: to identify the elements of an educational institution's website that impact on the trust and image perceived by the student public.

Method: a qualitative step consisting of in-depth interviews combined with the theoretical approach for proposing a framework, adapted from the e-servicescape model of Harris and Goode (2010); followed by a quantitative step, in which research hypotheses were tested, and the entire model, through a questionnaire applied to 551 students of the institution. For the analysis, multivariate statistics were used, using exploratory and confirmatory factor analysis, and Structured Equation Modeling (SEM).

Originality / Relevance: Although there are surveys that are interested in evaluating the "e-servicescape" model in e-commerces, surveys that approach such model and its relation with corporate image were still not developed, an opportunity to research and a contribution to the institutional, service and relationship marketing.

Results: the relevance of the dimension "layout and functionality" in institutional websites is highlighted, the only one confirmed as antecedent of trust; and also, the relationship between trust and institutional image.

Theoretical / methodological contributions: construction of a framework with statistical validity that represents the elements of a website that have an impact on the institutional image, corroborating the construction of knowledge in the area of services still incipient.

Contributions to the management: the results of the study pointed out the relevance of the dimension layout and functionality in the construction of institutional websites, which implies a greater attention to these elements when designing an institutional website.