OPTIMIZING DIGITAL MARKETING STRATEGIES AND ACADEMIC SERVICE QUALITY BASED ON THE KANO MODEL FOR IMPROVING STUDENT SATISFACTION

Abstract

This study examines how optimizing digital marketing strategies and academic service quality, based on the KANO Model, can enhance student satisfaction in higher education institutions. The research addresses the growing challenge of aligning institutional digital engagement with students’ evolving expectations. Using a Narrative Literature Review (NLR) approach, data were derived from relevant journals, books, and academic studies exploring digital marketing, service quality, and satisfaction dynamics. The findings reveal that the integration of marketing and service quality forms a synergistic ecosystem that significantly improves student trust and loyalty. The study concludes that effective satisfaction enhancement requires not only technological innovation but also empathetic, value-driven academic services supported by continuous evaluation using the KANO framework.