온라인 항공 예약 서비스의 e-서비스품질 비교 - 해외여행 시장을 중심으로 -
A Comparison of E-service Quality of Online Air Reservation Services - Focused on Outbound Travel Market -
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초록
Researches on e-service quality have been conducted in various fields since Zeithaml et al.(2000). This study compared and analyzed the e-service quality of online air reservation services(also called Online Travel Agency) used by consumers in Korea to derive and apply the new scales. From December 1st to 15th, 2023, at the Incheon International Airport, 200 valid responses were obtained using a limited random sampling method. There are six newly derived scales: 'usage convenience', 'reservation service', 'information comparison', 'user review', 'payment and refund', and 'customer support', which were applied to five OTAs widely used by Korean consumers. As a result, services focusing on price comparison were preferred by consumers, and 'payment and refund' was relatively high in services with offline travel agencies. In the future, this study is expected to provide good information to smart consumers and to be used as data for efficient marketing activities for corporate management.
Abstract
Researches on e-service quality have been conducted in various fields since Zeithaml et al.(2000). This study compared and analyzed the e-service quality of online air reservation services(also called Online Travel Agency) used by consumers in Korea to derive and apply the new scales. From December 1st to 15th, 2023, at the Incheon International Airport, 200 valid responses were obtained using a limited random sampling method. There are six newly derived scales: 'usage convenience', 'reservation service', 'information comparison', 'user review', 'payment and refund', and 'customer support', which were applied to five OTAs widely used by Korean consumers. As a result, services focusing on price comparison were preferred by consumers, and 'payment and refund' was relatively high in services with offline travel agencies. In the future, this study is expected to provide good information to smart consumers and to be used as data for efficient marketing activities for corporate management.
참고문헌 (31)
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