E-Servicescape Influencing Thai Tourists’ Loyalty in Online Travel Agents
Article Sidebar
Main Article Content
Abstract
Online bookings of accommodation and hotels have increased drastically in recent years. The trustworthiness and responsiveness of different customers’ needs can impact on satisfaction and loyalty. In addition, understanding of electronic servicescape (e-servicescape) factors of online travel agents (OTAs) remain unclear and limited prior research has been examined. Therefore, the purpose of this research was: 1) to study factors of e-servicescape which consisted of aesthetic appeal, spatial layout, and functionality and privacy and security; and 2) to develop and validate the conformity of the structural equation model to OTAs application users' satisfaction and loyalty. The data was collected using questionnaires from 450 tourists in Chonburi. Confirmatory factor analysis (CFA) and the structural equation modelling (SEM) were applied to analyze the data.The results presented that the causal relationship model of e-servicescape influencing satisfaction and loyalty was consistent with empirical data at a good level: c2/df=2.905, CFI=0.950, TLI=0.943, RMSEA=0.065. Therefore, the findings indicated that aesthetic appeal, spatial layout and functionality and privacy and security of e-servicescape had a significant positive effect on tourists’ satisfaction and loyalty. Based on the results of the finding, this model could be applied as guideline for accommodation entrepreneurs to develop mobile application to meet customers’ needs. Also, privacy and security of online users should be more of a concern.
Article Details
References
Baker, J. (1986). The role of the environment in marketing services: The consumer perspective. The services challenge: Integrating for competitive advantage, 1(1), 79-84.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user
experience and branding. Computers in Human Behavior, 61, 103-113.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees,
Journal of Marketing. 56(2), 57-71.
Castañeda, J. A. (2011). Relationship between customer satisfaction and loyalty on the internet. Journal of Business and Psychology, 26(3), 371-383.
Chummangid, K., & Iochawna, J. (2015). Attitude, satisfaction and utilization of social media among students and staff at the faculty of environment and resources studies, Mahidol University. Journal of Professional Routine to Research, 2, 43-53.
Deyalage, P. A., & Kulathunga, D. (2019). Factors affecting online customer satisfaction: the Sri Lankan
perspective. International Journal of Business and Management, 14(2), 99-114.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Education Inc.
Harris, L. C., & Goode, M. M. (2010). Online servicescapes, trust, and purchase intentions. Journal of
Services Marketing, 24(3), 230-243.
Ingkasarit, T., & Kaisangthong, C. (2020). Factors influencing customer loyalty toward online shopping of generations X. Suthiparithat Journal, 34(110), 159-170.
Jansakul, A. (2017). Tourism industry: Accommodation business management in the online era https://www.bot.or.th/Thai/MonetaryPolicy/Southern/ReasearchPaper/Hotel_Management.pdf
Jauhari, M. T., Kusumawati, A., & Nuralam, I. P. (2019). The impact of website quality on consumer satisfaction and purchase intention (study case of e-commerce Lazada Indonesia in Malang city). Jurnal Administrasi Bisnis, 67(1), 54-61.
Khwanjai, K. (2017). Satisfaction trust affecting loyalty the reservation properties online customers in Bangkok [Unpublished Master's thesis]. Bangkok University.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). Guilford Press.
Kuo, T. S., Huang, K. C., Nguyen, T. Q., & Nguyen, P. H. (2019). Adoption of mobile applications for identifying tourism destinations by travellers: an integrative approach. Journal of Business Economics and Management, 20(5), 860-877.
Luangpipat, N. (2012). Influencing online opinions on travelers’ decision to book budget accommodation (hostel) in Bangkok [Unpublished Master's thesis]. Naresuan University.
Lunkam, P. (2020). Business/Industry trends 2019-2021: Hotel business. https://www.krungsri.com/en/research/industry/industry-outlook/Services/Hotels/IO/Industry-Outlook-Hotels
Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well- designed websites on satisfaction. Mis Quarterly, 36(4), 1131-1144.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Ministry of Tourism and Sports. (2020a). Domestic Tourism Statistics (Classify by region and province 2020). https://www.mots.go.th/more_news_new.php?cid=594
Ministry of Tourism and Sports. (2020b). International tourist arrivals in 2020. https://www.mots.go.th/download/article/article_20201104090605.pdf
Nunnally, J. C. (1978). Psychometric Theory (2nd Ed.). McGraw-Hill.
Oliver, R. L. (2006). Customer satisfaction research. The handbook of marketing research: Uses, misuses, and future advances, 1-40.
Ong, C. H., & Zien Yusoff, R. (2016). The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: An insight into SME brands. Gadjah Mada international journal of business, 18(1), 1-19.
Pantavangkul, J. (2016). Guidelines for the application and gratification in using social network of the Northeastern University (NEU) students. Dhammathas Academic Journal. 5(1), 51-61.
Prommanee, P., Pitayavatanachai, Y., & Tappha, J. (2020). Concepts of satisfaction and construction of job satisfaction questionnaire. APHEIT Journal, 26(1), 59-66.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), 1-14.
Rosenbaum, M. S., & Massiah, C. (2011). An expanded servicescape perspective. Journal of Service Management, 22(4), 471-490.
Saenboonsong, S. (2016). The development of website for faculty of education, Pranakhon Si Ayutthaya Rajabhat University using content management system. Journal of Graduate Studies Valaya Alongkron Rajabhat University, 10(2), 117-128.
Sharma, G. & Lijuan, W. (2015). The effects of online service quality of e-commerce Websites on user satisfaction. The Electronic Library. 33(3), 468-485.
Shelly, M. W. (1975). Responding to social change. Pennsylvania: Dowden Hutchison.
Supcharoenkul, T. (2016). Factors influencing making a room reservation of Thai tourists via online travel agency [Unpublished Master's thesis]. Bangkok University.
Tang, T. W. & Huang, R. T. (2015). The relationships among trust, e-satisfaction, e-loyalty, and customer online behaviors. International Journal of Business and Industrial Marketing, 1(2), 16-25.
Tangcharoensiri, P. (2012). Study of factors influencing customer online hotel reservation intention in Thailand [Unpublished Master's thesis]. Thammasat University.
Vroom, H Victor. (1964). Work and Motivation. John Wiley & Sons Inc.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating
customer focus across the firm. McGraw-Hill Education.
Wongrattana, C. (2007). Technique using statistics for research (10th ed.). Taineramitkij Inter Progressive Printing.
Wu, W. Y., Quyen, P. T. P., & Rivas, A. A. A. (2017). How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience. Information Systems and e-Business Management, 15(3), 689-715.
Yamane, Taro. (1967). Statistics: An Introductory Analysis (2nd ed.). Harper and Row.