The antecedents of customer satisfaction with online travel services: A conceptual model

Purpose – The purpose of this study is: to examine the travel web sites quality dimensions that ultimately influence customers' satisfaction; and to conduct content analyses on the five prominent travel web sites. Design/methodology/approach – A content analysis was conducted on the six prominent travel web sites as ranked by J.D. Power Consumer Report. A list of 53 attributes were selected, named, and categorized around the six web quality dimensions explored in this study. Findings – The findings of the content analysis provide evidence to suggest that online travel companies are underperforming in terms of providing web service quality attributes that enhance customer satisfaction. Research limitations/implications – The focus of this study was only on the six prominent travel sites. However, the results cannot be generalized to all travel services. Additionally, only 53 attributes were extracted from the six web quality dimensions. There is a possibility that this study did not cover all the attributes that are part of the six dimensions. Practical implications – Online travel companies can use the quality measurement tool developed in this study to detect service quality weaknesses and strengths. Moreover, travel businesses need to consider integrating features that make shopping experiences more enjoyable. Originality/value – This study finding contributes to the present body of knowledge and also highlights web site quality dimensions that customers utilize in their assessment of overall online satisfaction.