Measuring E-service quality for online travel agencies

Kee Fu Tsang, Michael T.H. Lai, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

77 Citations (Scopus)


Online travel agencies face intense competition, and thus have a great need to evaluate the e-service quality of their websites to succeed or even just to survive. The present study explores the underlying dimensions used by online customers to evaluate the e-service quality of online travel agencies, as well as the relationship of these dimensions to customer satisfaction and the repurchase intention, using both qualitative and quantitative data collection techniques. Six underlying dimensions of e-service quality are identified from the results of factor analysis; namely, Website Functionality, Information Quality and Content, Fulfillment and Responsiveness, Safety and Security, Appearance and Presentation, and Customer Relationship. Furthermore, four dimensions-Website Functionality, Information Quality and Content, Safety and Security, and Customer Relationship-are found to significantly influence online customers' evaluation of overall satisfaction and their repurchase intention. The results of multiple regression analysis show Website Functionality to be the most powerful factor in predicting customer satisfaction and the repurchase intention. Implications of the study findings are discussed, and important guidelines for the development of online travel agencies are provided.
Original languageEnglish
Pages (from-to)306-323
Number of pages18
JournalJournal of Travel and Tourism Marketing
Issue number3
Publication statusPublished - 1 Apr 2010


  • E-service quality
  • Online travel agency
  • Perception
  • Website

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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