Các yếu tố ảnh hưởng đến sự hài lòng và ý định tiếp tục đặt phòng qua website đại lý du lịch trực tuyến: Trường hợp nghiên cứu khách hàng là nhân viên văn phòng tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Với mục đích xác định các yếu tố ảnh hưởng đến sự hài lòng và ý định tiếp tục đặt phòng qua website của đại lý du lịch trực tuyến (OTA), nghiên cứu này đã được thực hiện trên 296 đối tượng khách hàng là nhân viên văn phòng hiện đang làm việc tại TPHCM. Kết hợp phương pháp nghiên cứu định tính và định lượng thông qua phân tích mô hình cấu trúc tuyến tính SEM bằng phần mềm SPSS và AMOS. Kết quả nghiên cứu cho thấy, có 05 yếu tố ảnh hưởng đến sự hài lòng của khách hàng gồm chất lượng thông tin, tính bảo mật, chất lượng dịch vụ, thiết kế giao diện website, giá cả; trong đó, 03 yếu tố là sự hài lòng, giá cả, niềm tin có ảnh hưởng trực tiếp, cùng chiều đến ý định tiếp tục đặt phòng. Dựa vào kết quả nghiên cứu, các khuyến nghị được như ứng dụng khoa học kỹ thuật, thắt chặt bảo bảo mật, tạo dựng niềm tin, gia tăng trải nghiệm trực tuyến của người dùng, đề xuất một số biện pháp gia tăng chất lượng dịch vụ, các chính sách giá, kỹ thuật giảm giá… nhằm nâng cao sự hài lòng và ý định tiếp tục đặt phòng của khách hàng thông qua website OTA
Chi tiết bài viết
Từ khóa
Đại lý du lịch trực tuyến, Sự hài lòng, Ý định tiếp tục đặt phòng, Chất lượng dịch vụ, Trường Đại học Tài chính – Marketing, khoa QTKD, hài lòng, yếu tố ảnh hưởng
Tài liệu tham khảo
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Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & Marketing, 20(2), 123-138. https://doi.org/10.1002/mar.10063
Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391-402. https://doi.org/10.1016/j.ijhm.2007.10.008
Baumgartner, H.R., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13, 139-161. https://doi.org/10.1016/0167-8116(95)00038-0
Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction, and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management and Business Excellence, 20(4), 423-443. https://doi.org/10.1080/14783360902781923
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Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275. https://doi.org/10.1177/1094670505278867
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. https://doi.org/10.1016/S0022-4359(00)00028-2
Đào Phúc Chiêu Hoàng (2018). Nghiên cứu các yếu tố tác động đến sự hài lòng và ý định tiếp tục đặt của khách hàng, trường hợp dịch vụ đặt phòng qua đại lý du lịch trực tuyến (OTA). Trường Đại học Kinh tế Tp. HCM.
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of Management Information Systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
Doll, W. J., & Xia, W. (1997). Confirmatory factor analysis of the end-user computing satisfaction instrument: A replication. Journal of Organizational and End User Computing (JOEUC), 9(2), 24-31. https://doi.org/10.2307/249524
Dutta, S., Kumar Chauhan, R., & Chauhan, K. (2017). Factors affecting customer satisfaction of online travel agencies in India. Tourism and Hospitality Management, 23(2), 267-277. https://doi.org/10.20867/thm.23.2.3
Fassnacht, M., & Koese, I. (2006). Quality of electronic services: conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19-37. https://doi.org/10.1177/1094670506289531
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Inexperience and experience with online stores: The importance of TAM and trust. IEEE Transactions on Engineering Management, 50(3), 307-321. https://doi.org/10.1109/TEM.2003.817277
Ghasemaghaei, M., & Hassanein, K. (2015). Online information quality and consumer satisfaction: The moderating roles of contextual factors–A meta-analysis. Information & Management, 52(8), 965-981. https://doi.org/10.1016/j.im.2015.07.001
Gwo-Guang, L., & Hsiu-Fen, L. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176. https://doi.org/10.1108/09590550510581485.
Hair Jr., J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis: A Global Perspective (7th Edition). Upper Saddle River, NJ: Pearson
Hao, J., Yu, Y., Law, R., & Fong, D. (2015). A genetic algorithm-based learning approach to understand customer satisfaction with OTA websites. Tourism Management, 48, 231-241. https://doi.org/10.1016/j.tourman.2014.11.009
Hong, L. M., Zulkifli, W. F. W., Hamsani, N. H., & Shuaib, A. S. M. (2017). The Impact of Website Effectiveness towards Online Repurchase Intention. Journal of Entrepreneurship and Business, 5(2), 50-60. ttps://doi.org/10.17687/JEB.0502.05
Huyen,P., & Thu, N. (2019). The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam. Journal of Global Business Insights, 4(1), 78-91. https://www.doi.org/10.5038/2640-6489.4.1.1041
Järveläinen, J. (2003). Preferring offline bookings: an empirical study of channelchoice motives of online information seekers. In 16th Bled eCommerce Conference eTransformation, Bled, Slovenia.
Jöreskog, K. G. (1971). Simultaneous factor analysis in several populations. Psychometrika, 36(4), 409-426. https://doi.org/10.1007/BF02291366
Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust?. Electronic Commerce Research and Applications, 11(3), 241-252. https://doi.org/10.1016/j.elerap.2011.06.003
Kim, W., & Lee, H. (2004). Comparison of web service quality between online travel agencies and online travel suppliers. Journal of Travel & Tourism Marketing, 17(2–3), 105-116.
Kimery, K. M., & McCord, M. (2002, January). Third-party assurances: the road to trust in online retailing. In Proceedings of the 35th annual Hawaii international conference on system sciences (pp. 10-pp). IEEE.
Kotler, P., Keller, K.L., (2006). Marketing management (12th ed). NJ: Pearson Prentice Hall, Upper Saddle River.
Lacey, R., Suh, J., & Morgan, R. M. (2007). Differential Effects of Preferential Treatment Levels on Relational Outcomes. Journal of Service Research, 9(3), 241–256. https://doi.org/10.1177/1094670506295850
Lee, Y; Kozar, K.A.(2005). Investigating factors affecting the adoption of anti-spyware systems. Communications of the ACM, 48(3),72–77. https://doi.org/10.1145/1076211.1076243
Lin, H. (2007). The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-Commerce Context. Total Quality Management & Business Excellence, 18, 363-378. https://doi.org/10.1080/14783360701231302
Ling, L., Dong, Y., Guo, X., & Liang, L. (2015). Availability management of hotel rooms under cooperation with online travel agencies. International Journal of Hospitality Management, 50, 145-152. https://doi.org/10.1016/j.ijhm.2015.07.005
Liu, J., & Zhang, E. (2014). An investigation of factors affecting customer selection of online hotel booking channels. International Journal of Hospitality Management, 39, 71-83. https://doi.org/10.1016/j.ijhm.2014.01.011
Liu,C., & Arnett, K.(2000). Exploring the factors associated with website success in the context of electronic commerce. Information and Management, 38(1), 23-33.https://doi.org/10.1016/S0378-7206(00)00049-5
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.
Nguyễn Đình Thọ (2013). Phương pháp nghiên cứu khoa học trong quản trị kinh doanh. NXB Tài Chính.
Nguyễn Đình Thọ và Nguyễn Thị Mai Trang (2009). Nghiên cứu khoa học trong quản trị kinh doanh. NXB Thống kê.
Nunnally, J., & Bernstein, I. (1994). Psychometric Theory (3rd ed). New York: Mc Graw Hill.
Pan, B., Zhang, L., & Law, R. (2013). The complex matter of online hotel choice. Cornell Hospitality Quarterly, 54(1), 74-83. https://doi.org/10.1177/1938965512463264
Pappas, N. (2017). Effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing. Journal of Marketing Communications, 23(2), 195-218. https://doi.org/10.1080/13527266.2015.1061037
Parasuraman, A., & Zinkhan, G. M. (2002). Marketing to and serving customers through the internet: An overview and research agenda. Journal of the Academy of Marketing Science, 30(4), 286-295. Doi: 10.1177/009207002236906
Parasuraman, A., Zeitham, V. & Berry, L. (1985). A Conceptual model of service quality and is implication for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V.A., Malhotra, A. (2005). E-S-QUAL: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Pavlou P. A. (2003). Consumer acceptance of electronic commerce – integrating trust and risks with the technology acceptance model. International Journal of Electronic Commerce, 7(4), 101-134. https://doi.org/10.1080/10864415.2003.11044275
Pitt, L. F., Watson, R. T., & Kavan, C. B. (1995). Service Quality: A Measure of Information Systems Effectiveness. MIS Quarterly, 19(2), 173-187. https://doi.org/10.2307/249687
Pratminingsih, S. A., Lipuringtyas, C., & Rimenta, T. (2013). Factors influencing customer loyalty toward online shopping. International Journal of Trade, Economics and Finance, 4(3), 104-110.
Pratminingsih, S.A., Lipuringtyas, C., & Rimenta, T. (2013). Factors Influencing Customer Loyalty Toward Online Shopping. International journal Trade, Economics and Finance, 4(3),104-110.
Ratnasingham, P. (1998). The importance of trust in electronic commerce. Internet Research, 8(4), 313-321. https://doi.org/10.1108/10662249810231050.
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