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New study: Satisfaction with the .ee renewal process is highly valued

A total of over 540 private and business customers from Estonia and abroad participated in the survey. The aim of the study was to determine customer satisfaction with the renewal process, its bottlenecks and ways to improve communication activities towards the registrants. The results are a valuable input both for .ee registrars and for the development of .ee registry activities.

With the study, it was established that business customers register the .ee domain primarily for the purpose of sharing information, the need to create an email address with the company name and an online store is also important. For private clients, the main motivator is personal purposes, for example a blog or a website, as well as introducing their company or a potential business idea. Feedback from different customer segments revealed different views to the cost of .ee domain registration and its renewal. If the cost of the .ee domain is favorable for business customers, private customers consider that it could be more affordable than the current one. According to them, lower cost would be motivating for renewing the domain registration.

International customers have registered .ee primarily as a private person, even if it is used for commercial purposes, and other domain extensions are used more than average in addition to .ee. As a result of the analysis, it was revealed that international customers have a lower awareness of cyber threats related to not renewing domain name registration. Estonians mainly mentioned domain name hijacking, e-mail address falsification, damage to reputation and data fishing as potential threats.

The domain renewal process received positive feedback from the survey participants and was evaluated with an average score of 9 on a 10-point scale. It is considered fast, simple and convenient, and its automation and cost reduction are identified as the main areas for improvement. The majority of respondents have indicated satisfaction with the service provider and the opportunity to use additional services that offer value as the reason for preferring the chosen registrar. Our accredited registrars have an important contribution and role in the high satisfaction of .ee domain owners - customer feedback is a sign of the registrars' excellent service quality.