The Moderating Effect of Technology Acceptance Perspectives on the Formation of e-SQ and Service Satisfaction in Low Cost Carrier Airline

Abstract

As there is an increasing demand in public transportation and electronic transaction, the service quality of website determines the success of the service provider. Therefore, electronic service quality (e-SQ) plays an important role for any business involved in online transaction to attract customers. Customer’s assessment of e-SQ is usually based on their actual experiences of interaction with the website. According to previous research, there exists relationship between e-SQ and service satisfaction. The moderating effect of technology acceptance model (TAM) shows positive result. As e-SQ and TAM improve, this will, in turn, improve service satisfaction. However, the relationship between “e-SQ-TAM service satisfactions” has been found to be not consistent in the case of low cost carrier airline in Malaysia. With concern to further understanding of this area, the present study explores dimensions of e-SQ in low cost carrier airline context and their relationship with service satisfaction. Furthermore, the moderating effect of perceived ease-of-use and perceived usefulness (TAM) was explored. This study employed convenience sampling and questionnaire method to gain data; 392 completed questionnaires were gathered from Malaysia Airline Industry (low cost carrier) website users. The result indicated that e-SQ dimensions: customization, site privacy and aesthetic, efficiency, system availability and fulfillment constitute e-SQ for low cost carrier airline. Moreover, the result also illustrates that perceived ease-of-use and perceived usefulness (TAM) positively moderate the relationship between e-SQ and service satisfaction.