The antecedents of travellers’ e-satisfaction and intention to buy airline tickets online

Saleh Bukhari · Ahmad Ghoneim · Charles Dennis · Bothina Jamjoom

49 citations0/0 files storedJournal of Enterprise Information Management

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Purpose – The purpose of this paper is to utilise the existing theories on consumer behaviour and scales within web quality to develop a framework for measuring travellers’ web satisfaction and willingness to purchase tickets through airlines’ web sites. Design/methodology/approach – The paper is discursive, based on the analysis and synthesis of literature pertaining to e-consumer behaviour, web quality and travel and tourism streams. Gaps in the previous research have been identified and a conceptual framework is consequently proposed. In addition, further research and methodology is suggested. Findings – The paper proposes a conceptual framework that can measure consumers’ electronic satisfaction and intention to purchase tickets from airlines’ web sites. The framework includes nine constructs: information quality, system quality, perceived usefulness, perceived ease of use, e-trust, airline reputation, price perception, e-satisfaction and intention to purchase. Research limitations/implications – As a conceptual paper, the study is limited to literature and prior empirical research, identifying gaps and proposing a framework. The paper recommends further empirical validation of the proposed integrated model. Practical implications – The framework is helpful for decision makers within airline companies to identify the factors that can satisfy travellers when using an airline's own web site and influence them to buy e-tickets. Originality/value – The paper fills gaps in the knowledge of e-consumer behaviour and web quality within the airline industry through suggesting a framework that helps decision makers to enhance or modify their existing marketing strategies and web site appearance.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1985From Intentions to Actions: A Theory of Planned Behavior 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

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