| dc.description.abstract | The past recent years have witnessed the growth of technology application to travel industry. Specifically, OTA is considered as a booking channel predicted to be growing more than 3 times in the next ten years in terms of revenue in Vietnam (Hai Dang, 2017). Hence, being able to utilize this tool to attract customers should be put more weight by OTA companies in the future. That is the reason behind the objective of this study, which attempted to examine the effects of six website quality factors, including Information Quality (IQ), Security (SE), Website Functionality (WF), Customer Relationship (CR), Responsiveness and Fulfillment (PF), and Visual Appeal (VA) on Customer Satisfaction (CS) and Loyalty (LI) through the mediation of Customer Satisfaction.
Quantitative approach was applied in this study. Specifically, a questionnaire was delivered to 300 respondents in Ho Chi Minh City, Vietnam. The results showed that there were relationships among website quality dimension, Customer Satisfaction and loyalty. Particularly, direct and indirect effects of website quality factors were found on Customer Loyalty through the mediation of Customer Satisfaction.
Considering the findings, recommendations were proposed to develop OTA website quality in Vietnam. To be more specific, suggestions are related to obtaining Customer Satisfaction and long-term loyalty from six dimensions, including IQ, SE, WF, CR, PF, and VA. | en_US |
