CUSTOMER PERCEPTION FACTOR ON SERVICE QUALITY, SATISFACTION AND LOYALTY OF AIRLINE TICKETING AGENT BUSINESS ON MOBILE APPLICATION
Keywords:
Online travel agency, Service quality, Travel technology, Technology Acceptance, Network ExternalityAbstract
This research aims to 1) study, assess, and compare the level of network externality and technology acceptance level of Traveloka, Booking.com, Skyscanner and Expedia applications, and 2) identify factors affecting the technology acceptance of Traveloka, Booking.com, Skyscanner and Expedia applications. The samples were 548 air ticket booking service users whose age were above 18 years old. Exploratory Factor Analysis and Structural Equation Modeling were analyzed by a statistical package.
The results showed that: 1) most of the application users used the service less than once per month. They mainly used the service for booking flights. Their acceptable flight service prices were approximately between 3,000-6,000 baht. The reasons for booking were for travelling and relaxation. The level of acceptance of the application compared to the frequency of use of the service was found that Traveloka had the highest number of users, followed by Sky scanner and Booking.com respectively, and 2) other service factors such as number of rooms, number of airlines, information security, influence of the opinions of reference groups on consumers, and conformity to the reference group were factors affecting technology acceptance of the application with more than 50 percent of the opinions.
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