Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation

E-travel websites have progressively played a significant role in the tourism industry because travelers can easily book a holiday trip anywhere at their fingertips. However, studies related to the relationship between e-service quality and e-reputation of travel agency websites are limited. This st...

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Autores principales:	Chanchai Phonthanukitithaworn, Phaninee Naruetharadhol, Sasichakorn Wongsaichia, Natrada Mahajak, Chavis Ketkaew
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	e-brand reputation website quality travel agent Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/942f28124e37493896d96fa4692dbe23
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spelling	oai:doaj.org-article:942f28124e37493896d96fa4692dbe232021-12-01T14:41:00ZIdentifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation2331-197510.1080/23311975.2021.1999784https://doaj.org/article/942f28124e37493896d96fa4692dbe232021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1999784https://doaj.org/toc/2331-1975E-travel websites have progressively played a significant role in the tourism industry because travelers can easily book a holiday trip anywhere at their fingertips. However, studies related to the relationship between e-service quality and e-reputation of travel agency websites are limited. This study investigates the components of e-service quality of travel agency websites and explores how e-service quality may influence e-reputation. Based on hierarchical factor analysis, website security, special deal giving, the website’s convenience, and booking flexibility were assigned as the second-order factors of e-service quality. A sample of 444 online users was collected using online questionnaires that were distributed via a social media platform (Facebook) and by email. Several analytical methods were performed to evaluate the associations among the hypothesized variables, including factor analysis and structural equation modeling (SEM). The empirical research results revealed that website convenience, booking flexibility, special deal, and website security all significantly influence e-brand reputation. Among those four factors, website convenience and booking flexibility were found to be the most influential factors. In terms of convenience, the results of our study suggest that a website should provide user-friendly environments and functions to help customers search for what customers need easily and quickly. Additionally, we found that e-travel agents may enhance booking flexibility by providing flexible returns or exchange policies to allow customers to change their itineraries. The adoption of these practices will enhance travel websites, and the yield will be improved in both service quality and e-brand reputation.Chanchai PhonthanukitithawornPhaninee NaruetharadholSasichakorn WongsaichiaNatrada MahajakChavis KetkaewTaylor & Francis Grouparticlee-brand reputationwebsite qualitytravel agentBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	e-brand reputation website quality travel agent Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	e-brand reputation website quality travel agent Business HF5001-6182 Management. Industrial management HD28-70 Chanchai Phonthanukitithaworn Phaninee Naruetharadhol Sasichakorn Wongsaichia Natrada Mahajak Chavis Ketkaew Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation
description	E-travel websites have progressively played a significant role in the tourism industry because travelers can easily book a holiday trip anywhere at their fingertips. However, studies related to the relationship between e-service quality and e-reputation of travel agency websites are limited. This study investigates the components of e-service quality of travel agency websites and explores how e-service quality may influence e-reputation. Based on hierarchical factor analysis, website security, special deal giving, the website’s convenience, and booking flexibility were assigned as the second-order factors of e-service quality. A sample of 444 online users was collected using online questionnaires that were distributed via a social media platform (Facebook) and by email. Several analytical methods were performed to evaluate the associations among the hypothesized variables, including factor analysis and structural equation modeling (SEM). The empirical research results revealed that website convenience, booking flexibility, special deal, and website security all significantly influence e-brand reputation. Among those four factors, website convenience and booking flexibility were found to be the most influential factors. In terms of convenience, the results of our study suggest that a website should provide user-friendly environments and functions to help customers search for what customers need easily and quickly. Additionally, we found that e-travel agents may enhance booking flexibility by providing flexible returns or exchange policies to allow customers to change their itineraries. The adoption of these practices will enhance travel websites, and the yield will be improved in both service quality and e-brand reputation.
format	article
author	Chanchai Phonthanukitithaworn Phaninee Naruetharadhol Sasichakorn Wongsaichia Natrada Mahajak Chavis Ketkaew
author_facet	Chanchai Phonthanukitithaworn Phaninee Naruetharadhol Sasichakorn Wongsaichia Natrada Mahajak Chavis Ketkaew
author_sort	Chanchai Phonthanukitithaworn
title	Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation
title_short	Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation
title_full	Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation
title_fullStr	Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation
title_full_unstemmed	Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation
title_sort	identifying the relationship between travel agent’s web service quality and e-brand reputation
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/942f28124e37493896d96fa4692dbe23
work_keys_str_mv	AT chanchaiphonthanukitithaworn identifyingtherelationshipbetweentravelagentswebservicequalityandebrandreputation AT phanineenaruetharadhol identifyingtherelationshipbetweentravelagentswebservicequalityandebrandreputation AT sasichakornwongsaichia identifyingtherelationshipbetweentravelagentswebservicequalityandebrandreputation AT natradamahajak identifyingtherelationshipbetweentravelagentswebservicequalityandebrandreputation AT chavisketkaew identifyingtherelationshipbetweentravelagentswebservicequalityandebrandreputation
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Identifying the relationship between Travel Agent’s Web Service Quality and E-brand Reputation

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