Conceptual framework of e-service quality to predict return intentions of online travel agency's user

Abstract

The emergence of the Internet and e-commerce has opened the door to a new type of interface between business owners and consumers. Accommodating the resulting changes has led to substantive modifications in the business environment. The tourism industry has also been affected by this new business paradigm. The proliferation of Internet use has created both opportunities and challenges for online tourism agencies. As businesses and consumers increase their Internet usage, the role of the online travel agency is also gaining influence as a one-stop shopping visual spade of tourism products and services. However, as more and more consumers use the Internet and the intensity of competition continues to escalate, Internet based business cannot attract consumers through a business strategy based solely on offering low prices since most competing companies can reduce their price to match the lowest price offered. Thus, businesses must find other ways to compete effectively. Increasing the quality of service is one way of gaining a competitive advantage. Indeed, service quality is one of the key factors that determines the success or failure of e-commerce companies (Wang 2003). Service quality may have a significant impact on customer satisfaction, loyalty, return intentions, and even on company's financial performance. Like other web-based companies, online travel agencies may also benefit from improving their service quality as a way of maintaining their current clients while attracting new customers. The purpose of this study is to develop a conceptual framework to assess the role of e-service quality on customers' return intentions to online travel agencies. Based on a review of current literature, six e-service quality dimensions were developed. These dimensions included: information/content, ease of use, responsiveness, security/privacy, aesthetics, and fulfillment (reliability). Additionally, research propositions were identified to guide further research efforts in the area. The theoretical and practical implications of the proposed model will also be provided.