The Influence of Service Quality of Online Travel Website on Customer Satisfaction

Wen Su

doi:10.6981/FEM.202408_5(8).0008

Authors

Wen Su

DOI:

https://doi.org/10.6981/FEM.202408_5(8).0008

Keywords:

Service Quality; Online Travel Website; Consumer Satisfaction.

Abstract

With the advent of the e-commerce era, the tourism industry has entered an unprecedented era of smart tourism, and the number of users of online travel websites is also growing rapidly. Simultaneously, the service quality of online travel websites has attracted increasing attention. The improvement of the online travel agencies'service quality will help improve the consumer satisfaction and promote the improvement of the management mechanism of online travel companies, which will benefit online travel companies to extend their market share,gain competitive advantages and obtain economic benefits. Thus, from the perspective of customer, on the basis of SERVQUAL and E-SERVQUAL model, and fully considering the characteristics of OTA, the paper proposes eight measurement dimensions including tangible, usability, information quality, reliability, responsiveness, security, care and economy which can influence the service quality of online travel websites. Through the analysis of validity, factor analysis, and regression analysis of actual survey data, the conclusion is drawn that all eight dimensions have a significant positive correlation with user satisfaction. Finally, constructive suggestions are put forward to enhance user satisfaction on travel websites.

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