The Factors Influencing Student Satisfaction with Higher Education Digital Transformation Based on 4R Marketing Theory: A Case of Nanning University of Digital Technology

Abstract

With the rapid development of information technology, the digital transformation of higher education has become a key strategy to enhance the quality and efficiency of education. However, student satisfaction remains inconsistent. To systematically reveal the core mechanisms affecting satisfaction, this study took Nanning University of Digital Technology as a case and proposed four research objectives based on the 4R marketing theory (Relevance, Reaction, Relationship, and Reward): 1)To explore the impact of relevance of digital tool on student satisfaction with digital transformation; 2)To explore the impact of system responsiveness on student satisfaction with digital transformation; 3)To explore the impact of digital interaction relationships on student satisfaction with digital transformation; 4)To explore the impact of rewards from digital platforms on student satisfaction with digital transformation. The study employed a quantitative research method. The results show that the relevance of digital tools, system responsiveness, digital interaction, and perceived rewards all have positive impacts on student satisfaction, and all hypotheses are supported. Based on these findings, it is recommended that universities in the process of digital transformation: 1) continuously enhance the precise alignment of digital content with learning objectives; 2) accelerate system updates and technical support response peeds; 3) strengthen platform interaction functions to build a learning community; 4) improve diverse, timely, and personalized reward mechanisms to enhance student satisfaction and digital learning experience.

Keywords: digital transformation, student satisfaction, 4R Marketing Theory

6317195865 Chen Yuming, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Factors Influencing Student Satisfaction with Higher Education Digital Transformation Based on 4R Marketing Theory: A Case of Nanning University of Digital Technology, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย