Start Date

7-1-2011 2:30 PM

End Date

7-1-2011 3:15 PM

Track

2. Track 2 - Poster Session

Subject Area

Marketing

Faculty Member

Kim, Seung Hyun kimseung@bus.msu.edu

Abstract

The internet has been regarded a new and essential marketing channel in the hospitality and tourism industry. 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, hotels face substantial challenge since Online Travel Agent (OTA)’s Web site handles a remarkable portion of online reservations.

Even though hotel booking is one of most frequently purchased travel products online, 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 (functionality/design, reliability, process, responsiveness and enjoyment) on user’s perceived value, satisfaction and intention to re-use hotel booking Web sites by using eTransQual model conceptualized by Bauer et al. (2006). Also, this article compares the results of two types of hotel reservation Web sites (hotel-owned vs. OTA web sites), so contributes to marketers to improve their effectiveness in motivating customers to use their Web pages.

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 research model.

Keywords

online hotel booking, e-service quality, hedonic dimensions, user's intentions, user's perception, satisfaction



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Jan 7th, 2:30 PM Jan 7th, 3:15 PM

Effects of e-Service Quality on Perceived Value, Satisfaction, and Reuse Intentions in Online Hotel Booking: Evaluating Hotel-owned and OTAs’ Web sites

The internet has been regarded a new and essential marketing channel in the hospitality and tourism industry. 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, hotels face substantial challenge since Online Travel Agent (OTA)’s Web site handles a remarkable portion of online reservations.

Even though hotel booking is one of most frequently purchased travel products online, 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 (functionality/design, reliability, process, responsiveness and enjoyment) on user’s perceived value, satisfaction and intention to re-use hotel booking Web sites by using eTransQual model conceptualized by Bauer et al. (2006). Also, this article compares the results of two types of hotel reservation Web sites (hotel-owned vs. OTA web sites), so contributes to marketers to improve their effectiveness in motivating customers to use their Web pages.

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 research model.