Effects of e-Service Quality on Perceived Value, Satisfaction, and Reuse Intentions in Online Hotel Booking: Evaluating Hotel-owned and OTAsâ•Ž Web sites
نویسنده
چکیده
As many travelers use online for their travel arrangement, hotels provide online reservation system, so as to take the benefits of internet marketing such as the cost reduction. However, there has been minimal research regarding a detailed examination of hotel booking Web sites and e-service performance on customers’ reuse intentions for online hotel reservation. This paper thus examines the effects of five e-service quality dimensions on user’s perceived value, satisfaction and intention to re-use hotel booking Web sites. Also, this article compares the results of two types of hotel reservation Web sites (hotel-owned vs. OTA web sites). Data will be collected from an online survey of undergraduate college students at five universities in the United States. All items will be evaluated using same five-point Likert scales. A primary analysis of the data will be the structural equation modeling (SEM) technique to test the
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