Advertisement

The Impact of Online Travel Agencies Web Service Quality on Customer Satisfaction and Purchase Intentions

  • Anna KourtesopoulouEmail author
  • Sofia-Danai Theodorou
  • Athanasios Kriemadis
  • Alkistis Papaioannou
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

Background: Recent technological innovations which adapted from tourism sector have a decisive impact on the traveler experience. The rapid growth of the Internet usage, confirms that websites consist a critical competitive resource for tourism firms. In this dynamic environment, it is important for online travel agencies to fully understand what aspects of the website affect the perceived quality and to provide web services that fulfil online consumers’ needs. The main goal of the study was to investigate the effect of perceived quality on customers’ overall satisfaction, and purchase intentions of online travel agency services. Methods: The sample consisted of 346 internet users who had visited an online travel agency in less than one year, 192 of whom were women (55.5%) and 154 men (44.5%), and their age ranged from 18 to 62, with the majority of participants belong to the age category of 18–25 years old (26.6%). Data collection was performed through an electronic questionnaire, which was based on WebQual of Loiacono et al. (2007). The results: Results indicated that among all the quality factors, the ease of understanding, response time, and the website intuitive operation (ease to use and navigation) emerged as the most important. Quality perception was significantly different in terms of gender, age and educational level. Also, the perceived quality needs and purchase intentions were different for browsers and purchasers. With regard to the Internet user profile, the annual amount spending on online booking, the reasons of booking and the reason of visiting the website, seemed to influence the perceived quality. Correspondingly, purchase intentions were found to be affected by the reasons of booking and the reason of visiting the website. Finally, a positive correlation was found between the overall perceived quality and purchase intentions. Conclusions: The results of this study are considered important for practitioners in the online travel sector, by identifying significant factors that affect online consumers’ willingness to purchase and will also contribute to building the concept of online travel agency quality performance.

Keywords

Online travel agencies Quality, electronic services Browsers-purchases needs Purchase intentions 

JEL classification

L8 industry studies: services (L83Sports • gambling • restaurants • recreation • tourism or/and L86 information and internet services • computer Software) Z3 tourism economics (Z39 Other-e-commerce) 

References

  1. Awad, N., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101–121.CrossRefGoogle Scholar
  2. Bauer, H. H., Grether, M., & Leach, M. (2002). Building customer relations over the internet. Industrial Marketing Management, 31(2), 156–163.CrossRefGoogle Scholar
  3. Bernado, M., Marimon, F., & Alonso-Almeida, M. (2012). Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & Management, 49(7–8), 342–347.CrossRefGoogle Scholar
  4. Conyette, M. (2014). Evidence that travel product knowledge includes familiarity with travel products and destinations. International Journal of Management and Marketing Research, 7(2), 57–63.Google Scholar
  5. Conyette, M. (2015). 21 century travel using websites, mobile and wearable technology devices. Athens Journal of Tourism, 2(2), 105–116.CrossRefGoogle Scholar
  6. FortuneGreece (2016). The radiography of e-commerce in Greece. Rerived from http://www.fortunegreece.com/article/i-aktinografia-tou-ilektronikou-emporiou-stin-ellada/.
  7. Henriksson, R. (2005). Semantic web and e-tourism, working paper. Helsinki University. Rerived from http://www.cs.helsinki.fi/u/glinskih/semanticweb/semantic_weband_E-Tourism.pdf.
  8. Ho, C. I., & Lee, Y. L. (2007). The development of an e-travel service quality scale. Tourism Management, 28(6), 1434–1449.CrossRefGoogle Scholar
  9. Hsu, T. H., Hung, L. C., & Tang, J. W. (2012). The multiple criteria and sub-criteria for electronic service quality evaluation: An interdependence perspective. Online Information Review, 36(2), 241–260.CrossRefGoogle Scholar
  10. Huang, L. (2008). Exploring the determinants of e-loyalty among travel agencies. The Service Industries Journal, 28(2), 239–254.CrossRefGoogle Scholar
  11. Kaynama, S., & Black, C. (2000). A proposal to assess the service quality of online travel agencies: An exploratory study. Journal of Professional Services Marketing, 21(1), 63–89.CrossRefGoogle Scholar
  12. Kim, J. U. (2009). Exploring the life of male and female on online shopping. Hankyung Internet News. Rerived from http://www.hankyung.com/news/app/newsview.php?aid=2009111243711.
  13. Kim, W. G., & Lee, H. Y. (2004). Comparison of web service quality between online travel agencies and online travel suppliers. Journal of Travel & Tourism Marketing, 17(2/3), 105–116.CrossRefGoogle Scholar
  14. Kim, M. J., Lee, C. K., & Chung, N. (2013). Investigating the role of trust and gender in online tourism shopping in South Korea. Journal of Hospitality & Tourism Research, 37(3), 377–401.CrossRefGoogle Scholar
  15. Korderas, D., & Polymeridou, K. (2011). Thinkdigital in travel & tourism. Tourism finds in Internet the land of promise. MarketingWeek, 1335, 24–29.Google Scholar
  16. Law, R., & Bai, B. (2008). How do the preferences of online buyers and browsers differ on the design and content of travel websites? International Journal of Contemporary Hospitality Management, 20(4), 388–400.CrossRefGoogle Scholar
  17. Law, R., & Hsu, C. H. C. (2006). Importance of hotel website dimensions and attributes: Perceptions of online browsers and online purchasers. Journal of Hospitality & Tourism Research, 30(3), 295–312.CrossRefGoogle Scholar
  18. Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies (p. 9). Boston: Harvard Business Press.Google Scholar
  19. Liu, J. N., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotel booking channels. International Journal of Hospitality Management, 39, 71–83.CrossRefGoogle Scholar
  20. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual, an instrument for consumer evaluation of websites. International Journal of Electronic Commerce, 11, 51–87.CrossRefGoogle Scholar
  21. Melnyk, V., van Osselaer, S. M. J., & Bijmolt, T. H. A. (2009). Are women more loyal customers than men? Gender differences in loyalty to firms and individual serviceproviders. Journal of Marketing, 73(4), 82–86.CrossRefGoogle Scholar
  22. Nusair, K., & Kandampully, J. (2008). The antecedents of customer satisfaction with online travel services: A conceptual model. European Business Review, 20(1), 4–19.CrossRefGoogle Scholar
  23. Park, Y., Gretzel, U., & Sirakaya-Turk, E. (2007). Measuring web site quality for online travel agencies. Journal of Travel & Tourism Marketing, 23(1), 15–30.CrossRefGoogle Scholar
  24. Riedl, R., Hubert, M., & Kenning, P. (2010). Are there neural gender differences in online trust? An fMRI study on the perceived trustworthiness of eBay offers. MIS Quarterly, 34, 397–428.CrossRefGoogle Scholar
  25. Rong, J., Li, G., & Law, R. (2009). A contrast analysis of online hotel web service purchasers and browsers. International Journal of Hospitality Management, 28(3), 466–478.CrossRefGoogle Scholar
  26. Sebastianelli, R., Tamimi, N., & Rajan, M. (2008). Perceived quality of online shopping: Does gender make a difference? Journal of Internet Commerce, 7, 445–469.CrossRefGoogle Scholar
  27. Sigala, M. (2009). E-service quality and web 2.0: Expanding quality models to include customer participation and inter-customer support. The Service Industries Journal, 29(10), 1341–1358.CrossRefGoogle Scholar
  28. Stiakakis, E., & Georgiadis, C. K. (2011). Drivers of a tourism e-business strategy: The impact of information and communication technologies. Oper Res International Journal, 11, 149–169.CrossRefGoogle Scholar
  29. Tourism Economics (2013 November). The consequences of online context in European Tourism, 1–73.Google Scholar
  30. Tsang, N. K., Lai, M. T., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel and Tourism Marketing, 27(3), 306–323.CrossRefGoogle Scholar
  31. Varma, C. A., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of internet shopping: The role of the consumer innovativeness. Industrial Management & Data Systems, 100(7), 294–300.CrossRefGoogle Scholar
  32. Wan, C. (2002). The web sites of international tourist hotels and tour wholesalers in Taiwan. Tourism Management, 23(2), 155–160.CrossRefGoogle Scholar
  33. Werthner, H., & Ricci, F. (2004). E-commerce and tourism. Communications of the ACM, 17(12), 101–105.CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Anna Kourtesopoulou
    • 1
    Email author
  • Sofia-Danai Theodorou
    • 1
  • Athanasios Kriemadis
    • 1
  • Alkistis Papaioannou
    • 1
  1. 1.Department of Sport Organization and ManagementUniversity of PeloponneseSpartaGreece

Personalised recommendations