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Evaluation of E-Service Satisfaction Among Online Travel Agency (OTA) Users

Evaluation of E-Service Satisfaction Among Online Travel Agency (OTA) Users

Sunil Kumar (Chandigarh University, India), Shiv Kumar Gupta (HNB Garhwal Central University, India), Abhishek K. Vaishnav (HNB Garhwal Central University, India), and Pankaj Kumar (Mizoram Central University, India)
Copyright: © 2022 |Pages: 12
DOI: 10.4018/978-1-7998-9194-9.ch004
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Abstract

Online travel agencies (OTAs) are online travel platforms like Expedia.Com, Make My Trip, Booking.com, and Travelzoo, etc., which sell travel-related products and services such as hotels, flights, travel packages, rentals, amenities, and activities to customers. OTAs work as an intermediary between suppliers and customers and help both in selling and buying the products and services. Over the period, due to technological advancement, OTAs have captured an average of 40% to 50% of the total global travel market. Users of online travel agencies are also increasing significantly as they are getting numerous benefits like saving of time and money, cheapest fares, best travel options and deals, customize packages, and superior value propositions. The present study is empirical in nature and has measured the perception and satisfaction level of uses towards various products and services of online travel agencies (OTAs).
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Review Of Literature

Tourism and information communication technology (ICT) have emerged as strong drivers of the global economy since tourism products and services are leading commodities on the online platforms (Connolly, Olsen, & Moore, 1998; Kozak, & Rimmington, 2000). Therefore, it becomes important to understand the factors affecting the customer satisfaction and their experiences online (Fiore, & Jeoung, 2007; Sparks, & Browning, 2010; Sharma, & Baoku, 2013; Confente, 2015; Mӧhlmann, 2015). Consumer satisfaction deeply influences the growth of any business. As tourism business is dynamic in nature, it is essential for tourism businesses to continuously monitor the performance in terms of the delivery of products and services (Bowen, & Clarke, 2002; Prebensen, 2004). Oliver, (1980) stated that ‘satisfaction is an emotional state arising from the non-confirmation of positive or negative expectations for the experience of consumption. A number of researchers have defined e-satisfaction differently. Anand, (2007) conceptualized e-satisfaction in terms of relationship marketing through media technology” whereas Anderson, and Srinivasan (2003) considered pre-purchasing experiences on travel websites as a basis of e-satisfaction.

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