A Confirmatory Factor Analysis of Online Service Quality of Tourism Businesses in Phuket
Article Sidebar
Main Article Content
Abstract
The purpose of this research is to analyze a confirmatory factor of online service quality of tourism businesses in Phuket, and to check accuracy of confirmative elements of the online service quality structure. The variables used in the research consisted of measuring the quality of the electronic services (e-Service Quality). The sample consisted of 350 Thai tourists traveling in the Phuket province using non-probability sampling and convenience sampling methods. The research instrument was a questionnaire. It was found that the confirmatory factors of the 11 electronic service quality (e-SQ), sorting from highest weights values to lowest weights values were 1) Customization/Personalization 0.76, 2) Ease of Navigation 0.65, 3) Efficiency 0.65, 4) Security/Privacy 0.60, 5) Responsiveness 0.59, 6) Flexibility 0.59, 7) Reliability 0.68, 8) Access 0.58 9) Site Aesthetics 0.57, 10) Assurance/Trust 0.54, and 11) Price Knowledge 0.50 respectively. As a result, the model in accordance was fit with the empirical data with Chi-square value of 37.64, df = 30, p = 0.15929, GFI = 0.997, AGFI = 0.98, RMR = 0.026, RMSEA = 0.027 which passed the specified criteria.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Tourism Authority of Thailand. (2021). Annual Report 2021. https://www.tat.or.th/th/about-tat/annual-report. (In Thai)
Bank of Thailand. (2019). Tourism and its role in driving the Thai economy Is a hero necessary? A real hero. https://www.bot.or.th/Thai/ResearchAndPublications/articles/Pages/Article_29Oct2019.aspx?fbclid=IwAR1OZA1CEmfvMhVRIvsBJju0dTz3LfH4nqEfYdBzEiKFUx0HNulA1XYpoHNulA1. (In Thai)
Manthanarat, R. (2020). Thai tourism situation. and the confidence index of tourism operators in Q1/2020. https://www.cea.or.th/th/single-research/cultural-heritage-tourism-industry-covid-19. (In Thai)
Tourism Authority of Thailand. (2020). Annual Report 2019. https://www.tat.or.th/th/about-tat/annual-report. (In Thai)
Department of Tourism. (2018). Tourism situation in Thailand and trends in 2020. https://www.mots.go.th/News-link.php?nid=12599. (In Thai)
Bank of Thailand. (2019). Tourism and the Role of Thai Economy A necessary hero or a real hero?. https://www.bot.or.th/Thai/ResearchAndPublications/DocLib_/Article_29Oct2019.pdf. (In Thai)
Tourism Authority of Thailand. (2020). Annual Report 2019. https://www.tat.or.th/th/about-tat/annual-report. (In Thai)
Goeldner, C., & Ritchie, J. R. B. (2006). Tourism: Principles, practices, philosophies (10th Ed.). Hoboken: Wiley.
Silpaset, N. (2017). Tourism Industry (7th Ed.). Chulalongkorn University.
Chaffey, D., Mayer R., Ellis-Chadwick, F. & Johnston, K. (2006). Internet marketing: Strategy, Implementation and practice. Pearson Education.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Santos, J. (2003). E-service quality-a model of virtual service dimensions. Managing Service Quality, 13(3), 233-247.
Schmenner, R. W. (1995). Service operations management. Prentice-Hall.
Lovelock, C. H. (1996). Service marketing. Prentice-Hall.
Lewis, C. R., & Bloom, H. B. (1983). The marketing aspects of service quality, In: Berry, L. L., Shostack G., & Upah, G., Eds, Emerging perspectives in services marketing, American Marketing Association, Chicago, 1983, 99-107.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM Sigmis Database, 33(3), 38-53.
Carr, C. L. (2002). A psychometric evaluation of the expectations, perceptions, and Difference - scores generated by the IS - adapted SERVQUAL instrument. Decision sciences, 33(2), 281-296.
Kuo, Y. F. (2003). A study on service quality of virtual community websites. Total Quality Management & Business Excellence, 14(4), 461-473.
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Driving customer equity: How customer lifetime value is reshaping corporate strategy. Simon and Schuster.
Saanen, Y. A., Sol, H. G., & Verbraeck, A. (1999). Snapshots of e-commerce’s opportunities management. Auerbach.
Zeithaml V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: Implication for future research and managerial practice. Marketing Science Institute, https://www.msi.org/wp-content/uploads/2020/06/MSI_WP_00-115.pdf
Cochran, W. G. (1977). Sampling techniques (3rd Ed). John Wiley & Sons,Inc.
Hirunkitti, P. (2009). Market Research. Thammasarn.
Kanjanawasee, S. (2011). Classical test theory (10th Ed.). Chulalongkorn University Press.
Suksawang, P. (2014). The basics of structural equation modeling. Princess of Naradhiwas University Journal, 6(2),136-145. (In Thai)
Rotchanakitumnuai, S. (2017). E-service quality of Thai electronic tourism. Nida Business Journal. 21(1), 153-169. (In Thai)
Sangsuriyong, R. (2004). E-service: A model for service delivery in the Thai public sector. Chulalongkorn University. (In Thai)
Kasemsuk, T., Siriwoharn, T., & Klangphahol, K. (2017). Second order confirmatory analysis model of competitive advantage of Thailand –Cambodia border trade operators: Aranyaprathet, SaA Kaeo AEO Province. Journal of Graduate Studies Valaya Alongkron Rajabhat University. 11. 24-40. (In Thai)
Tripopsakul, S. (2018). The structural equation model of e-service quality on customer satisfaction and repurchase intention: Case study of purchasing. Chulalongkorn Business Review, 40(4): 23-52. (In Thai)
Pinsuk, A. (2014). Information technology acceptance, e-service quality, and marketing mix from the customer’s perspectives affecting the e-satisfaction toward e-ticket applications of users in Bangkok. file:///C:/Users/user/Downloads/Documents/arkaradet_pins.pdf (In Thai)
Apisuphachok, W., & Lerdpaisalwong, S. (2017). E-Service Quality of Academic Libraries. Humanities Journal, 24(2). 30-47. (In Thai)
Teeraujinon, N. (2004). The service quality transactions electronic of Krung Thai Bank Empire Tower Branch, Bangkok. Veridian E- Journal, Silpakorn University, 10(1). 1523-1537. (In Thai)