An analysis, instrument development, and structural equation modeling of customer satisfaction with online travel services

The objective of this research was to develop a survey instrument and structural equation model of customer satisfaction (e-satisfaction) with travel Websites. The study proposed that customer satisfaction with a travel Website is determined by the customer\u27s experience at the travel Website. Customer experience at the travel Website is in turn a function of three higher-order constructs, travel Website interface, perceived quality of travel Website services and products, and the perceived value of the travel Website to the customer. A five-step procedure was used to test e-satisfaction with travel Websites. The procedures included preliminary base model testing using a student sample, a content analysis of related literature, a qualitative neural network assessment of respondent comments, model refining, and final testing. The study began by testing a preliminary base model of business-to-consumer e-commerce customer satisfaction, followed by subsequent model testing using student and an opt-in panel of e-mail subscribers with an interest in travel Websites. Exploratory data analysis using principal components analysis, first- and second-order confirmatory factor analysis, and structural equation modeling using AMOS 4.0 was used to analyze the data. Throughout the various testing the study found that customer experience at the travel Website did positively impact overall customer satisfaction with the travel Website. Travel Website interface and perceived value of the travel Website to the consumer did positively impact the customers experience at the travel Website. A significant negative relationship was found between perceived quality of travel Website services and products and customer experience at the travel Website. This study is important, as few travel organizations have developed travel service Websites based on the expected satisfaction of consumers. More importantly, even less research exists to guide travel businesses in understanding online customer satisfaction. No study currently exists which provides a comprehensive methodology for evaluating travel Websites with a customer satisfaction focus. Understanding the satisfaction of customers with travel Websites will aid businesses with providing better services and in the long run, retaining loyal customers