The Extent of Customers' Use of Online Booking Applications within Airlines Organizations

Current study aimed at examining customers' intention to use online booking applications that are developed and promoted by airlines in Kuwait through the year 2019. A convenient sample of (585) individuals was chosen to be the main sample of study. After the distribution process a total of (500) properly filled questionnaire were retrieved giving an indication of 85.4% response rate. The questionnaire consisted of two main sections, the first took into perspective the demographic variables of respondents (age, gender, qualifications, computer literacy), while the other section consisted of statements related to the independent variable (Site Features, Information, Accessibility, Communication, Reliability, Trust, Responsiveness, and Personalization). Results of study indicated that website features and trust are the most important quality indicators that influence customers' intention to use e-ticketing. Study recommended to give extra attention to website designs and features I terms to keep it simple and rich at the same time. In addition to that, it is important to keep clients informed regarding the degree of security that the website enjoys, as it is one of the most important aspects in increasing individuals' intention to use an e-service of any kind. Keywords: E-service, Online Booking, Airlines, E-Service Quality, Customers, Kuwait DOI: 10.7176/EJBM/12-12-10 Publication date: April 30th 202