The Main Factors Impact of Customer Satisfaction in Online Travel Service: An Empirical Study

Since the online travel market has been growing rapidly over the past few years, online travel marketing activities have drawn a lot of attention. Academic research has focused on the factors that affect customer satisfaction achieving online travel service success. This study intends to identify and empirically test the antecedents of customer satisfaction in Yichang online travel service. We conducted two studies. In the first study, we utilized an in-depth interview method to obtain variables that affect customer satisfaction to be used in the next part of the study, such as network quality, service quality, information quality, perceived price, customer convenience, customer complaint handing. In the second study, we use model investigated the relationship between these factors obtained in study one and customer satisfaction, empirically. The results suggest that service quality, perceived price and customer convenience are main factors affecting customer satisfaction. Conclusions indicate that online travel companies should improve service quality, customer perceived price and customer convenience to improve customer satisfaction and corporate competitiveness.