Factors affecting customer satisfaction of online travel agencies in India

Other literature type English OPEN
Dutta, Sabyasachi ; Kumar Chauhan, Ram ; Chauhan, Kavita (2017)
  • Publisher: University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
  • Journal: Tourism and hospitality management, volume 23, issue 2 (issn: 1330-7533, eissn: 1847-3377)
  • Subject: customer satisfaction; customer loyalty; online travel agencies; E-commerce; Indian travel market

Purpose – The purpose of this paper is to identify the factors affecting customer satisfaction for online travel agencies in India. It will help guide existing online travel agencies and future entrants to have an in-depth understanding of customer satisfaction and customer loyalty in their domain. It will also help to improve their business operations and investment focus, which in turn will lead to greater customer satisfaction and loyalty. Design – This paper defines the concept of customer satisfaction. It helps to understand the antecedents and consequences of customer satisfaction with a focus on the online travel agencies and their correlation to each other. Methodology – Based on extensive literature review, the author proposes a model to identify the factors affecting customer satisfaction. This research follows an online survey method. The proposed hypotheses of the model are tested using structural equation modeling. The Cronbach Alpha approach is used to check the reliability of the data collected. Approach – The research sample consists of customers who have used online travel agencies in India, the number of respondents amounted to 384 customers. Findings – This research confirms six proposed hypotheses. Hence, this research clearly contributes to the development of the theory and concept of customer satisfaction for online travel agencies in India. It also helps managers to channelize their investments in a scientific manner to variables which are impacting the customer satisfaction the most. Originality – This is for the first time a researcher has considered identifying and analyzing the factors affecting customer satisfaction for the online travel agency industry. Additionally, no researcher has conducted any academic research for online travel agencies in India
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