Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector

In the rapidly evolving online travel industry, digital technologies have transformed consumer behaviour, presenting both opportunities and challenges for online travel agencies (OTAs). One major challenge is the erosion of user loyalty, as users can easily switch between OTAs with a single click. T...

Full description

Saved in:

Bibliographic Details
Main Author:	Jiet Ping, Kiew
Format:	Thesis
Language:	English
Published:	2024
Subjects:	H Social Sciences (General)
Online Access:	http://ir.unimas.my/id/eprint/46207/4/Kiew%20Jiet%20P%20ft.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-unimas-ir.46207
record_format	uketd_dc
spelling	my-unimas-ir.462072024-11-27T06:35:58Z Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector 2024-10-03 Jiet Ping, Kiew H Social Sciences (General) In the rapidly evolving online travel industry, digital technologies have transformed consumer behaviour, presenting both opportunities and challenges for online travel agencies (OTAs). One major challenge is the erosion of user loyalty, as users can easily switch between OTAs with a single click. The “billboard effect” where users connect directly with properties for future bookings, further intensifies competition. This study identifies factors influencing OTA users’ satisfaction and loyalty, addressing gaps in the literature by focusing on the online-to-offline-to-online (O2O2O) mode. Integrating Expectation Confirmation Theory (ECT) and the Theory of Consumption Values in the context of OTAs (OTA-TCV), this study explores the relationship between consumption values, perceived risk, e-WOM, expectation confirmation, e-satisfaction, and e-loyalty among 267 Malaysian OTA users. Quantitative data were analysed using SPSS for demographic information and descriptive statistics, and SmartPLS for measurement and structural models. The results reveal that monetary value, quality of benefits value, social status value, and electronic word of mouth (e-WOM) significantly influence expectation confirmation, which in turn significantly influences e-satisfaction and e-loyalty. Policymakers are encouraged to enforce regulations that promote transparency and fairness within the industry, while accommodation providers can optimize strategies by tailoring their offerings and services to better align with the preferences and expectations of the customers to enhance customer satisfaction and loyalty. Furthermore, OTAs can leverage insights from this study to prioritize transparency in pricing and harness the power of e-WOM by actively soliciting and showcasing authentic guest reviews and recommendations to build trust and confidence among users. Universiti Malaysia Sarawak 2024-10 Thesis http://ir.unimas.my/id/eprint/46207/ http://ir.unimas.my/id/eprint/46207/4/Kiew%20Jiet%20P%20ft.pdf text en validuser dba Universiti Malaysia Sarawak Faculty of Economics and Business
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	H Social Sciences (General)
spellingShingle	H Social Sciences (General) Jiet Ping, Kiew Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
description	In the rapidly evolving online travel industry, digital technologies have transformed consumer behaviour, presenting both opportunities and challenges for online travel agencies (OTAs). One major challenge is the erosion of user loyalty, as users can easily switch between OTAs with a single click. The “billboard effect” where users connect directly with properties for future bookings, further intensifies competition. This study identifies factors influencing OTA users’ satisfaction and loyalty, addressing gaps in the literature by focusing on the online-to-offline-to-online (O2O2O) mode. Integrating Expectation Confirmation Theory (ECT) and the Theory of Consumption Values in the context of OTAs (OTA-TCV), this study explores the relationship between consumption values, perceived risk, e-WOM, expectation confirmation, e-satisfaction, and e-loyalty among 267 Malaysian OTA users. Quantitative data were analysed using SPSS for demographic information and descriptive statistics, and SmartPLS for measurement and structural models. The results reveal that monetary value, quality of benefits value, social status value, and electronic word of mouth (e-WOM) significantly influence expectation confirmation, which in turn significantly influences e-satisfaction and e-loyalty. Policymakers are encouraged to enforce regulations that promote transparency and fairness within the industry, while accommodation providers can optimize strategies by tailoring their offerings and services to better align with the preferences and expectations of the customers to enhance customer satisfaction and loyalty. Furthermore, OTAs can leverage insights from this study to prioritize transparency in pricing and harness the power of e-WOM by actively soliciting and showcasing authentic guest reviews and recommendations to build trust and confidence among users.
format	Thesis
qualification_level	Doctorate
author	Jiet Ping, Kiew
author_facet	Jiet Ping, Kiew
author_sort	Jiet Ping, Kiew
title	Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
title_short	Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
title_full	Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
title_fullStr	Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
title_full_unstemmed	Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
title_sort	modelling e-satisfaction and e-loyalty of online travel agencies (otas) in the accommodation sector
granting_institution	Universiti Malaysia Sarawak
granting_department	Faculty of Economics and Business
publishDate	2024
url	http://ir.unimas.my/id/eprint/46207/4/Kiew%20Jiet%20P%20ft.pdf
_version_	1818611690199056384

Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector

Similar Items