THE CAUSAL FACTORS OF THE SATISFACTION WITH THE ELECTRONIC SYSTEM OF ROOM RESERVATION THROUGH ONLINE BOOKING BUSINESS AGENCIES IN THAILAND
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Abstract
The objectives of this research were (1) to study the causal factors of the satisfaction with the electronic system of room reservation through online booking business agencies in Thailand; (2) to study the influence of the causal factors of the satisfaction with the electronic system of room reservation through online booking business agencies in Thailand; and (3) to create the causal factors of the satisfaction with the electronic system of room reservation
through online booking business agencies in Thailand.
This research was a mixed-method research involving quantitative and qualitative research methodologies. The researcher collected research data by interviewing 12 entrepreneurs who were hotel business operators choosing to sell rooms via online websites in Thailand, and using an online questionnaire to collect data from 500 booking service users. Statistical procedure for data analysis was the structural equation modeling; while the creation of the causal factors model was conducted as a qualitative research by using in-depth interviews.
The research results showed that (1) the quality of provided electronic system services directly and positively affected the satisfaction with the electronic system; (2) the handling of complaints about the electronic system directly and positively affected the satisfaction with the electronic system; (3) the quality of the websites directly and positively affected the satisfaction with the electronic system; (4) the satisfaction with the electronic system directly and positively affected the loyalty to the electronic system; and (5) the electronic service quality, the handling of complaints about the electronic system, and quality of the websites had indirectly and positively influences on the loyalty to the electronic system via the satisfaction with the electronic system. In addition, the created model was harmoniously consistent with the empirical data, as shown by the following index values: χ 2= 91.11, df = 78, χ 2/df = 1.168, p-value = 0.147, RMSEA = 0.018, SRMR = 0.025, CFI = 1.00, GFI = 0.99 and AGFI = 0.94. Therefore, the structural equation model was harmonious with the empirical data.
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