The effects of website quality on customer satisfaction and loyalty to online travel agencies in Vietnam

Nguyen Tran Nguyen Khai () and Nguyen Thi Xuan Van
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Nguyen Tran Nguyen Khai: Ho Chi Minh City International University, Vietnam National University HCMC, Vietnam
Nguyen Thi Xuan Van: Ho Chi Minh City International University, Vietnam National University HCMC, Vietnam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2018, vol. 8, issue 2, 115-131

Abstract: This study aims to examine the effects of six website quality factors, including Information Quality (IQ), Security (SE), Website Functionality (WF), Customer Relationship (CR), Responsiveness and Fulfillment (PF), and Visual Appeal (VA) on Customer Satisfaction (CS) and Loyalty (LI) through the mediation of Customer Satisfaction. Quantitative approach was applied in this study. Specifically, questionnaires were sent to 300 respondents in Ho Chi Minh City, Vietnam. The findings showed that there were relationships among website quality dimensions, Customer Satisfaction and Loyalty. Particularly, direct and indirect effects of website quality factors on Customer Loyalty were found through the mediation of Customer Satisfaction. Considering the findings, recommendations were proposed to develop OTA website quality in Vietnam. To be more specific, we make some suggestions related to gaining Customer Satisfaction and long-term loyalty from website quality dimensions.

Keywords: customer loyalty; customer satisfaction; online travelagency; website quality (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:8:y:2018:i:2:p:115-131

DOI: 10.46223/HCMCOUJS.econ.en.8.2.166.2018

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