Online Travel Agent Service and Customer Satisfaction Based on Correlation Analysis:A Marketing Perspective in China

Mu Zhang, Zhuling Zhong, Jing Luo, Mingfang Zhu


With the cooperation of Internet and travel industries, online travel market has been booming, the expected number of online travel users will be a larger growth in the future and service quality will also become an important part of the tourism industry chain. It is a question of travel companies to think about how to improve the online travel service quality and customer satisfaction, to obtain the profits greatly. To scientifically prioritize the key driving factors of online travel agent service is of vital importance for travel service provider to improve the customer satisfaction. So this paper adopts PZB gap model and SERVQUAL questionnaire as a reference, builds six service quality dimensions of online travel booking which based on data analysis and research, namely, "tangible", "reliability", "guarantee", "responsiveness", "empathy" and "user friendliness", with 18 specific measurements, the online travel booking service quality measurement instrument is eventually established. Through the statistical analysis, the authors test the hypotheses with reaching the following conclusions:(1) There is significant difference between customer perceived service quality standards and customer expectations of service quality level of online travel booking. (2) The online travel booking service quality dimensions positively correlated with overall satisfaction. Finally, the conclusions of this paper provides a reference to improve the quality of service and overall customer satisfaction of online travel booking.

Keywords: Online Travel; Service Quality; Customer Satisfaction; Marketing

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