1. bookVolume 10 (2020): Issue 2 (December 2020)
Journal Details
License
Format
Journal
eISSN
2182-4924
First Published
30 Apr 2016
Publication timeframe
3 times per year
Languages
English
access type Open Access

Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage

Published Online: 26 Nov 2020
Volume & Issue: Volume 10 (2020) - Issue 2 (December 2020)
Page range: 106 - 117
Received: 31 Mar 2020
Accepted: 30 May 2020
Journal Details
License
Format
Journal
eISSN
2182-4924
First Published
30 Apr 2016
Publication timeframe
3 times per year
Languages
English
Abstract

Tourism is a rapidly growing industry worldwide, and internet technologies are becoming increasingly important in that industry. Online hotel booking website (OHBW) has become an important tool in the marketing of hotel services. In this study, the factors affecting the trust perception of OHBW users were investigated. Data collected from 456 consumers using OHBWs were analysed using structural equation modelling. The results showed that reputation, security, ease of use and risk significantly affected the user's perception of trust. In addition, the perception of trust has a positive effect on customer loyalty. As a result, this study aims to provide useful findings to OHBW managers and researchers who want to increase customer trust and ensure their loyalty.

Keywords

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