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

Abstract

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.