The Consumer Behavior Toward Online Travelling Agency (Ota): Evidence From Indonesia

Abstract

Purpose of the study: This study aims to examine five proposed research models and understand the factors affecting customer expectation, service quality, perceived value, customer satisfaction, and brand loyalty in Online Travel Agent (OTA) companies. This study also evaluates the general feelings of the customers whether they feel satisfied or not with OTA products and/or services.
 Methodology: The research method of this study used a quantitative approach and analyzed the acquired data by using single and multiple linear regression techniques. The service quality, customer expectation, corporate image, perceived value, customer satisfaction, known as predictor variables that affect the dependent variable of brand loyalty.
 Main Findings: From the statistical tests conducted in this study, it reveals that only one out of all eleven hypotheses were not accepted. Surprisingly it reveals that the customers keep purchase hotel and/or flight tickets from online travel booking sites no matter its service quality. Customer satisfaction and corporate image were influenced more significantly rather than its service quality.
 Implication: This study evaluates all customers past purchasing behaviors of the hotel and/or flight tickets purchased through OTA, and the result was valid, thus it can be used to reflect on how Indonesian OTA’s products and services may improve the customer satisfaction through their marketing program in the future.
 Novelty/Originality of this study: There have been problems that might found in Indonesian OTAs that may lower its customer satisfaction level toward the traveling industry. However, there was only a limited number of OTA research studies conducted for the Indonesia market to understand its online consumer behavior. Therefore this study was conducted to explore the plausible factors that cause the problem.

Customer Loyalty Analysis On Online Travel Agent (OTA) Using American Customer Satisfaction Index (ACSI) And Structural Equation Modelling (SEM)

“…Apalagi setelah masa pemulihan pandemi OTA akan kembali bersaing satu sama lain untuk memenangkan pasar dengan memberikan penawaran yang lebih baik, pelaku layanan OTA tidak dapat memungkiri ada pelanggan yang tidak puas dengan produk atau jasa yang dibeli. Akan tetapi ketika pelanggan tidak puas dengan produk atau layanan yang ditawarkan oleh OTA, kebanyakan mereka ingin mendapatkan kompensasi dari layanan yang sebelumnya dibeli dengan yang lain [4]. Maka dari itu layanan OTA harus mengetahui apa yang mempengaruhi loyalitas pelanggan akan yang nantinya berdampak pada pelanggan secara keseluruhan.…”

“…Booking online menyediakan layanan untuk memesan akomodasi perjalanan, sedangkan travel review merupakan penyedia ulasan atau kualitas pengalaman konsumen lalu online aggregator merupakan gabungan konsep keduanya yang berperan menjadi agen travel yang serba lengkap. Online agrregator menyediakan informasi berbagai pilihan akomodasi membandingkan harga, dan secara langsung dapat melakukan pemesanan tiket transprotasi maupun kamar hotel [4].…”