Analyzing the Effect of Web Service Quality on Customer Satisfaction and Revisit Intention for Online Travel Agencies (OTAs) in Delhi and NCR of India

Resumo

This research paper aims to identify the effect of OTA’s (online travel agencies) web services quality on customer satisfaction and revisit intention. The present study tries to inspect the structural association between OTA’s web service quality, and customer satisfaction and revisit intentions based on separate constructs. Web service quality was considered as an independent variable whereas customer satisfaction and revisit intention were taken as dependent variables. Using the Structural Equation Model (SEM), the present study identified that web service quality significantly impacted customer satisfaction and their revisit intentions. Based on the findings, it has been observed that efficient web service quality leads to an increase in customer satisfaction with online travel agencies and travelers also intend to revisit the platform. The present study offers a theoretical foundation and provides recommendations for improving the web service quality of online travel agency platforms. This research paper contributes to the existing literature by specifically focusing on the web service quality of online travel agencies (OTAs). While customer satisfaction and revisit intentions have been studied in the context of various industries, this study delves into the unique aspects of web service quality in the highly competitive and rapidly evolving OTA industry