- 期刊
Online Hotel Booking Service Quality, Satisfaction and Customer Loyalty: A Case Study Using Agoda
線上訂房網站品質、滿意度與忠誠度之研究：以Agoda為例
摘要
With science and technology advances in recent years, travel information have become easily accessible to consumers, and instead of joining tour groups, more people are choosing independent travel. Moreover, given the changes in traveling patterns, many international online hotel booking websites have rapidly emerged, and online booking has become an important channel for hotels worldwide to increase the effectiveness of their room reservation. Consumers are also using online booking websites to compare prices, read reviews and select their ideal accommodation. This study explored key considerations of travelers when using the online booking wesite, Agoda, and examined whether consumer background affect their perception of online booking site quality, satisfaction and loyalty. Using convenience sampling, an online survey was conducted, and 350 questionnaires were collected. Using descriptive statistics, T-test, single factor variance analysis and Pearson score correlation analysis, the data were analyzed and verified. Results showed that (1) Consumers differed significantly in their perception of Website Quality, Satisfaction and Loyalty according to background; and (2) Website Quality and Satisfaction were significantly correlated. Last, based on the study results, practical recommendations are provided as reference for the online room reservation industry.
並列摘要
近年來隨著科技進步，消費者取得旅遊資訊相當容易，越來越多人不參加團體旅遊而選擇自助式個人行，也因為旅遊型態的改變，有越來越多的國際線上訂房網站如雨後春筍般出現，線上訂房網站已成為全球旅館用以提昇訂房效益的重要管道，消費者也利用線上訂房網站來比較時價，及參考網路來搜集住宿評價資訊，以選定理想的住宿旅館。本研究目的探討旅客在使用Agoda線上訂房網站時主要考慮的因素為何?消費者的不同背景變項是否影響對線上訂房網站品質、滿意度和忠誠度的認知。研究方法採取便利抽樣，以網路問卷方式發放，共回收350份。本研究以敘述性統計分析、t檢定、單因子變異數分析、皮爾森績差相關分析等統計方法進行資料分析與驗證。結果顯示（一）消費者的不同背景變項對「網站品質」、「滿意度」和「忠誠度」有部分顯著差異。（二）「網站品質」對「滿意度」有顯著的相關性。最後，依研究結果提供線上訂房網站業者相關的實質建議以利後續經營。