*Panjamapon Pholkerd1 / Mallika Thamnarong2 / Pitipat Nittayakamolphun3


The availability of digital has prompted many adaptations in the hotel industry, particularly among online travel agents (OTAs). Better services provided by OTAs might improve customer satisfaction. This research examines how digital marketing, electronic service quality (E-Serv-Qual), and electronic recovery service quality (E-RecS-Qual) affect consumer satisfaction. To better understand customer satisfaction via online booking, research of 415 persons in Thailand who have used OTAs to book hotels was conducted. For data analysis, structural equation modeling (SEM) was used. The study covers the metrics and conditions that could lead to consumer satisfaction. According to the study's findings, electronic word-of-mouth (e-WOM), satisfaction, and repurchase intention are indicators of consumer satisfaction, identifying content, site design, and information as essential aspects. Based on the findings, OTAs must enforce quality and simplicity on their platforms, such as swift booking transactions, precise booking detail, and booking experience when searching for rooms. Customer satisfaction would progressively spread information, lowering marketing costs while increasing reliability.

Keyword : hotel, service, satisfaction, online travel agencies

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October 15, 2023
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