The Impact of Freemium Business Model Dimension on Job Seekers Satisfaction

This study examines the impact of freemium job portal features on job seekers? satisfaction, loyalty, word-of-mouth (WOM), and intention to subscribe to premium services in the Indian digital recruitment ecosystem. With the rapid expansion of online employment platforms such as Naukri, LinkedIn, and Indeed, understanding user behaviour under the freemium business model has become increasingly important. The research adopts a quantitative and descriptive research design using primary data collected from 140 active job seekers, including students, fresh graduates, and working professionals. Data were gathered through a structured questionnaire measured on a five-point Likert scale and analyzed using descriptive statistics, reliability analysis, correlation, and regression techniques. The findings reveal that job portal dimensions significantly influence user satisfaction, which in turn positively affects loyalty, WOM, and intention to subscribe to premium services. The study provides managerial insights for optimizing freemium strategies and contributes to the limited empirical literature on freemium models in Indian job portals.