Use of internet website to benefit potential customers: an exploratory study of tertiary institutions in Malaysia

This study investigates all possible areas on how private tertiary institution in Malaysia could fully use their websites to benefit their potential customers. This study focuses on three selected private tertiary education institutions' (INTI, KDU and Olympia College) websites; identifying their strengths and weaknesses, followed by recommendation on how institutions can improve their websites to gain good impression or perception from potential customers, such that they will re-visit the websites to get more information. A list of criteria like source, layout, accessibility, speed, navigability, content, accuracy, appropriate level of details, current information and appearance are called out. Based on the study done, the KDU College website is the best website compared to the other two institutions. Nevertheless, further improvement can be made in terms of displaying all course fees, FAQs for international and local student admission, and contact information for faculty, staff and students.