THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND

Abstract

In recent yeats, technological advancement has become a crucial factor for businesses’ survival. Traditional business models and processes have been modified and integrated with technology to enable competitive business operations. Consequently, the internet has taken on an important role in business as it allows access to a large number of users at the same time, resulting in an ability to compete without limits. This research aimed to study the effect of electronic service (e-service) quality on the competitive advantages of tourism and hotel businesses in Thailand. Data were collected from 113 marketing managers of tourism and hotel businesses in Thailand using a questionnaire as the research instrument. Statistical methods used to analyze the data were Correlation Analysis and Multiple Regression Analysis. The results showed that the reliability and efficiency of e-services correlate with and have an impact on competitive advantages – in the aspects of customer relationships, business networks, organizational learning, productivity, technology sourcing, knowledge management, and entrepreneurship orientation – at a statistically significant level of 0.05. That means business should place importance on the reliability of online service websites. This is to help service users have more confidence in the accuracy of information and security of private information. There should also be a reliable security system in place and a focus on providing support to customers through the website.