Các yếu tố ảnh hưởng đến sự hài lòng và ý định tiếp tục đặt phòng qua website đại lý du lịch trực tuyến: Trường hợp nghiên cứu khách hàng là nhân viên văn phòng tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Với mục đích xác định các yếu tố ảnh hưởng đến sự hài lòng và ý định tiếp tục đặt phòng qua website của đại lý du lịch trực tuyến (OTA), nghiên cứu này đã được thực hiện trên 296 đối tượng khách hàng là nhân viên văn phòng hiện đang làm việc tại TPHCM. Kết hợp phương pháp nghiên cứu định tính và định lượng thông qua phân tích mô hình cấu trúc tuyến tính SEM bằng phần mềm SPSS và AMOS. Kết quả nghiên cứu cho thấy, có 05 yếu tố ảnh hưởng đến sự hài lòng của khách hàng gồm chất lượng thông tin, tính bảo mật, chất lượng dịch vụ, thiết kế giao diện website, giá cả; trong đó, 03 yếu tố là sự hài lòng, giá cả, niềm tin có ảnh hưởng trực tiếp, cùng chiều đến ý định tiếp tục đặt phòng. Dựa vào kết quả nghiên cứu, các khuyến nghị được như ứng dụng khoa học kỹ thuật, thắt chặt bảo bảo mật, tạo dựng niềm tin, gia tăng trải nghiệm trực tuyến của người dùng, đề xuất một số biện pháp gia tăng chất lượng dịch vụ, các chính sách giá, kỹ thuật giảm giá… nhằm nâng cao sự hài lòng và ý định tiếp tục đặt phòng của khách hàng thông qua website OTA
Chi tiết bài viết
Từ khóa
Đại lý du lịch trực tuyến, Sự hài lòng, Ý định tiếp tục đặt phòng, Chất lượng dịch vụ, Trường Đại học Tài chính – Marketing, khoa QTKD, hài lòng, yếu tố ảnh hưởng
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