The Effect Of Online Marketing On Customer Satisfaction In The Hotel Industry: The Case Of Five Star Hotels In Addis Ababa
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Date
2018-11-16
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Addis Ababa University
Abstract
Online service quality has been found to be an important input to customer satisfaction of online
marketing. This study follows a modified model of Swaid and Wigand that examines the
relationships among the dimensions of e-service quality and customers’ satisfaction to assess the
online services quality tools and its effects on customers’ satisfaction toward the Ethiopian five
stars hotel websites. The research was conducted by administering 246 forms of questionnaires
and 46 interviews.
The findings discovered a positive significant effect between the dimensions of online services
quality tools and customers satisfaction exceptReliability (system safety) which is negatively
correlated with satisfaction. Website information quality, quality customer service and
interactivity (contact) have the most important dimensions contributing to the customer
satisfaction while trust and efficiency (system convenience) has the least dimensions contributing
to customer satisfaction. The results of the study contribute to enhance the insights for the
managers of the hotels how improve the quality of their online service quality tools in their
websites
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Keywords
customer satisfaction, online, services quality