Service Quality and the Digital Media Usability on the Satisfaction of Electronic Services in Room Reservation on Online Websites in Thailand

Nontipan  Prayurhong; Vichit  U-on; Onanong  Phoocharoen

ผู้แต่ง

Nontipan Prayurhong
Vichit U-on Sripatum University, Thailand.
Onanong Phoocharoen Sripatum University, Thailand.

คำสำคัญ:

Service Quality, Digital Media Usability, Satisfaction of Electronic Services, Electronic Loyalty

บทคัดย่อ

The rapid growth of online accommodation booking platforms has significantly transformed consumer behavior in Thailand’s tourism and hospitality industry. This study aims to examine the factors influencing customer satisfaction with electronic services when booking accommodation through online websites in Thailand. Specifically, the objectives are: (1) to investigate the factors of service quality and digital media usability affecting satisfaction with electronic booking services; (2) to analyze the influence of service quality and digital media usability on users’ satisfaction with online booking services; and (3) to develop a causal factor model explaining satisfaction with electronic services for online room reservations. The theoretical framework is based on the Service Quality of Online Booking and Reservation Satisfaction Model, which integrates electronic service quality, digital media usability, and website quality. A mixed-method research design was employed. Qualitative data were collected through in-depth interviews with 12 accommodation business operators who sell vacant rooms through online booking platforms. Quantitative data were obtained from questionnaires distributed to 500 users of online hotel booking websites in Thailand. The research instruments included structured interview guides and survey questionnaires. Data were analyzed using statistical techniques including Pearson’s correlation analysis and structural equation modeling (SEM) to examine the relationships among variables.

The results indicate that electronic service quality, digital media usability, and website quality have significant positive indirect effects on electronic loyalty through electronic satisfaction. These findings suggest that improving digital usability, service efficiency, and website functionality can enhance customer satisfaction and loyalty in online hotel booking platforms. The study contributes a new conceptual model, the Electronic Service of Online Booking Reservation Satisfaction (ESOBRS) Model, which explains the causal factors influencing electronic satisfaction in online accommodation booking in Thailand. The results provide practical implications for businesses offering online reservation or purchasing services.

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