A Study on the Evaluation Standards of Electronic Service Quality for the Hotel Industry
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Sparks, Beverley
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Jin, Xin
Wilkins, Hugh
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Abstract
Beginning with the adoption of the Internet as a marketing tool, demand for online booking in the tourism and hospitality industry has dramatically increased over recent decades. As a key component of online marketing, most organisations in the tourism and hospitality industry, such as hotels, travel agencies, airline companies, and national tourism organisations have developed their own websites to provide information and/or attract customers or tourists. Attributes of hotel websites determine the images and attitudes customers have of the hotel industry and ultimately affect purchase intentions. Despite the importance of electronic service quality (e-SQ) for hotel website effectiveness, some issues remain unresolved within the hotel sector, such as the use of inconsistent or incomplete measurement scales, as well as factors that may affect different perceptions about e-SQ including the culture, experience or demographic characteristics of customers. This thesis fills this gap in the research literature by developing and testing a model of the impact of e-SQ on customers’ willingness to purchase in the hotel website context. The research questions focus on developing measurement scales by identifying important factors of e-SQ, exploring e-SQ perceptions in a cross-country setting (Australia and Korea), as well as examining possible moderating effects of variables such as self-confidence, booking experience, and age, on the relationship between e-service quality and willingness to purchase.
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Thesis (PhD Doctorate)
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Doctor of Philosophy (PhD)
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Griffith Business School
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The author owns the copyright in this thesis, unless stated otherwise.
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Subject
On-line hotel booking
On-line marketing
Internet service quality