Abstract
With increasingly intense competition among online travel agencies, e-service quality has received widespread attention as a fundamental determinant for OTAs to stand out. This study takes a careful look into the underlying dimensions of e-service quality by using quantitative data collection method. Four core dimensions, namely Interactive Service Quality, Ease of Use, Information Quality, as well as Visual Appeal are identified as a result of factor analysis. In addition, important managerial implications with regard to this finding are discussed.
Highlights
In the era of e-commerce, Internet has served as an important platform for travel service providers to provide information and services to consumers
For example price has become transparent in the transactions on the Internet platform, which has caused a number of online travel agencies to lose the advantage of information asymmetry in the market competition
Fassnacht and Koese claimed that online service quality consisted of two important aspects: quality customers perceived during the process and that they perceived to the ultimate outcome
Summary
In the era of e-commerce, Internet has served as an important platform for travel service providers to provide information and services to consumers. For example price has become transparent in the transactions on the Internet platform, which has caused a number of online travel agencies to lose the advantage of information asymmetry in the market competition. In order to maintain or expand the market share even further, online travel agencies must differentiate themselves by providing customers with high-quality services. Apart from that, many studies have proved that e-service quality affects customers’ satisfaction levels, behavioural intentions, loyalty and eventually e-commerce profits. Most researchers focused on studying the relationship among service quality, customer satisfaction as well as customer loyalty without giving the dimensions of e-service quality too much attention. The dimensions of e-service quality were identified and studied by carrying out an exploratory factor analysis
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