- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
The Moderating Effects of Word-of-Mouth Intention in Online Travel Agencies Service Quality
MIN, So-Ra
Abstract
Purpose: This study examines components that dictate service quality of Online Travel Agencies. Research design, data and methodology: This study performed a survey that targeted people who have purchased travel products using Online Travel Agencies in the past year at Incheon International Airport. Out of 280 questionnaires, this study selected 249(88.9%) questionnaires for analysis. In analysis, this study used statistical package called 'SPSS 22'. Results: Based on the results, this study identified that company reputation and transactional stability influenced consumers' intent to share anecdotal and practical information. Conclusions: This study discovered several major findings. First, 'convenience' and 'price', two major factors in service quality, imposed positive effects on word-of-mouth intention of consumers. In particular, 'convenience' had the most significant impact. Next, this study verified the moderating effects of 'transaction safety' and 'reputation' on the effect relationships between 'convenience' and 'price', and consumer word-of-mouth intention. The results conclude that, in fact, some statistically significant differences among the effect degrees of the two independent variables on the dependent variable according to the safety level of transaction on Online Travel Agencies website do exist. In short, 'transaction safety' variable does have moderating effects on the above relationships.
- keywords
- Online Travel Agencies (OTA), Online Travel Agencies (OTA) service quality, Transaction Safety, Reputation, Word-of-mouth Intention
Reference
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.
Bordon, B. (2010). Firm Resources and Sustainable Competitive Advantage. Journal of Management, 17(1), 99-120.
Barnes, S. J., & Vidgen, R. (2001). An evaluation of cyberbookshops: The WebQual Method. International Journal of Electronic Commerce, 6(1), 11-30.
Bastida, U., & Huan, T. C. (2014). Performance evaluation of tourism websites' information quality of four global destination brands: Beijing, Hong Kong, Shanghai, and Taipei. Journal of Business Research, 67(2), 167-170.
Chen. Y., & Shang., Y. F. (2018). Factors Influencing Users‘Word-of-Mouth Intention Regarding Mobile Apps: An Empirical Study. International Journal of Industrial Distribution & Business, 9(1), 51-65.
Cheung, M., Anitsal, M. M., & Anitsal, I. (2007). Revisiting word-of mouth communications: A cross-national exploration. Journal of Marketing Theory and Practice, 14(3), 235-249.
Cheung, C. M. K., & Lee, M. K. O. (2006). Understanding consumer trust in internet shopping: A multidisciplinary approach. Journal of the American Society for Information Science and Technology, 57(4), 479-492.
Cho, H. J. (2017). The Effects of Faculty Trustworthiness on Relational Factors: From the Service Distribution Perspective. Journal of Distribution Science, 15(3), 81-89.
Cho, W. J. (2018). The Effect of Travel Agency Selection Attributes on Purchase Intention of Travel Product. Journal of Tourism Research, 33(2), 165-179.
Crowther, M.,. & Bacchus, N. M. (2004). Corporate social responsibility: history and principles. Social Responsibility World; Penang; Ansted University Press. pp.102-107.
Dowling, G. R. (2001). Creating corporate Reputations: Identity, Image, and Performance. NY: Oxford University Press.
Dowling, G. R. (2004). Journalists‘ Evaluation of Corporate Reputations, Corporate Reputation Review, 7(2), 196-205.
Fombrun, Charles. J. and Cees, B. M. van. Riel.(2004). Fame and Fortune: How Successful Companies Build Winning Reputation. New Jersey: Pearson Education.
Fong, J., & Burton, S. (2006). Electronic word-of-mouth: A comparison of stated and revealed behavior on electronic discussion boards. Journal of Interactive Advertising, 6(2), 61-70.
Godes, D., & Mayzlin, D. (2004), Using Online Conversations to Study Word-of Mouth Communication. Marketing Science, 23(4), 545-560.
Guo, Z, B., Park, U, Y., & Lee, J, H. (2018). Effects of TaxiBooking Apps of E-Service Quality on Use Intention in China. International Journal of Industrial Distribution & Business, 9(4), 43-52.
Grönros, C., Heinonen, F., Isoniemi, K., and Lindhom, M. (2000). The netofer model: a case example from the virtual marketplace, Management decision, 38(4), 243-252.
Graham, M. E., and Bansal, P. (2007). Consumers' willingness to pay for corporate reputation: the context of airline companies. Corporate reputation review. 10(3), 189-200.
Hor, S. R. (2014). A study on Characteristic of Mobile Tourism Information Service on the Tourism Experience Value, Adoption Intent and Diffusion Intent: Focused on the Moderating Roles of Involvement between Tourism Experience Value and Adoption Intent. Tourism Management Research, 18(4), 581-606.
Jindal. N. (2012). Measurement of E-service Quality in Online Tourism, International Journal of Advanced Research in Management and Social Sciences, 1(3), 307-318.
Kang, S. R., Bonn, M. A., & Cho, M. H. (2015). The Impact of Online and Offline Wine Purchase Channels on Consumer Perceptions of Wine Attributes and Repurchase Intention. Journal of Distribution Science, 13(10), 57-63.
Kanjana, J. (2016). A study of consumer behavior using online travel website based on ELM model. Chinese Journal of Management, 13(6), 889-898.
Kim, S. O., Youn, S. N., & Lee, M. J. (2018). The Study on the eService Quality Factors in m-Shopping Mall App based On the Kano Model. International Journal of Industrial Distribution & Business, 9(12), 63-72.
Koufaris, M., & Hampton-Sosa, W. (2004). The Development If Initial Trust in an Online Company by New Customers. Information & Management, 41, 377-397.
Lee, K. S., & Kim, K. H. (2019). A Study on the Effect of Online Travel Agency (OTA) Selection Attributes on OTA Brand Attachment by Hotel Grade. Journal of Hotel & Resort, 18(4), 97-113.
Lee, M. K. (2002). E-SERVQUAL: A Scale for Measuring Consumer Evaluations of Internet Service Quality. Marketing Research, 17(1), 73-95.
Litvin, S. W., Goldsmith, R. E., and Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
Lu, L., & Lee, J. H. (2014). The Effect on Flow, Users‘Satisfaction and Loyalty by Motivation Factors of Mobile Messenger APP and Quality Factors-Focused on the Comparison between Korean KakaoTalk and Chinese Wechat. The e-Business Studies, 15(3), 255-276.
Mattila, A. S. (2001). The Effectiveness of Service Recovery in a Multi-industry Setting. Journal of Service Marketing, 15(7), 583-596.
Mcknight, D. H., Choudhury, V., & Kacmar, C. (2002). The Impact of Initial Consumer Trust on Intentions to Transaction with Website: A Trust Building Model. Journal of Strategic Information System, 11, 297-323.
Niu, L., & Lee, J. H. (2018). the Intention of Repurchase on eService Quality by Online Travel Agency Site. International Journal of Industrial Distribution & Business, 9(7), 61-70.
O'Connor, E. A. (2010). The effect on learning, communication, and assessment when student-created YouTubes of microteaching were used in an online teacher-education course. Journal of educational technology systems, 39(2), 135-154.
Parasuraman, A., Zeithaml, V. A., and Malhotra, A. (2005). E-SQUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-333.
Park, A. J. (2019). A Study on the Structural Relationship between Quality of Medical Service, Perceived Risk, Reputation and Customer Satisfaction in Small and Medium Hospitals. International Journal of Industrial Distribution &Business, 10(4), 67-76.
Poddar, A., Donthu, N., & Wei, Y. (2009). Website customer orientations, Website quality, and purchase intention: The role of website personality. Journal of Business Research, 62(4), 441-450.
Tian, X, F., Wu, R, Z., & Lee, J, H. (2017). Use Intention of Chauffeured Car Services by O2O and Sharing Economy. Journal of Distribution Science, 15(12), 73-84.
Wu, R., & Lee, J. H. (2017). The Use Intention of Mobile Travel Apps by Korea-Visiting Chinese Tourists. Journal of Distribution Science, 15(5), 53-64.
Yoon, M. K., Lee, H. Y., Yoon, D. Y., & Lee, W. S. (2008). Global air transport & service management, Seoul, Korea:Hangyungsa.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through websites: acritical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations