The Impact of E-service Quality on the Customer Satisfaction and Consumer Engagement Behaviors Toward Luxury Hotels

Research background: Website quality of luxury hotels (from 4-star to 5-star ranking) is a vital role to attract customer's first impression, satisfaction, engagement behaviors, and loyalty intentions. Purpose of the article: the study aims to increase the number online bookers by boosting the level of customer satisfaction and customer engagement behaviors (CEBs) on e-service of up-scale hotel websites in Vietnam. Moreover, this study examines whether mediation relationships between website quality, customer satisfaction, and CEBs. Methods: the 332 online bookers fulfilled the survey via online and offline approaches. The PLS-SEM analysis applied to measure the relationship of the constructs. Findings: The study confirms that website service quality contributes to customer satisfaction, then influences their CEBs and brand loyalty. Additionally, customer satisfaction acts as a partial mediation on the relationships between hotel website service quality and CEBs in the hotel industry. Originality/Value added: besides the results of the new insights of hotel website studies, this research is one of the pioneering studies concentrating on the impact of consumer engagement behaviors on its site, satisfaction and loyalty intention in the hotel and tourism industry. The study supports the business of e-commerce and operation of hotel/tourism service, marketing and research.