Work

Customer Behaviour towards Online Travel Agency (OTA) Services in the Hotel Industry: A Case Study in Doha, Qatar

Year: 2024

Type: article

Abstract: This research investigates customer behaviour towards online travel agency (OTA) services in the hotel industry using a quantitative design and correlation research method with 139 tourists in Doha, Qatar. 95% response rate is collected and analysed using SPSS software. The results show that service quality, perceived value, and brand loyalty significantly affect customer satisfaction, while customer expectation does not. However, the study finds that customer satisfaction significantly influences customer behaviour toward OTA services in the hotel industry. The study provides practical insights for hotel managers and OTA services to enhance customer experiences by identifying the key factors that drive customer behaviour. Moreover, it contributes to the existing literature on customer behaviour towards OTA services in the hotel industry by identifying the crucial factors that influence customer behaviour.

Source: International Journal of Social Science Research

DOI: 10.5296/ijssr.v12i2.22118

Authors: Nurul Atikah Sharifudin, Muhammad Akmal Arif Sudrmaji, Wan Nazriah Wan Nawawi, Noorazlin Ramli, Nur Hidayah Dziyaul Ashraf

Institution: Universiti Teknologi MARA

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4403305740

FWCI: 0.516

Cites:

Cited by: 1

Related to: 10