e-服务质量对酒店在线预订消费者满意度影响研究

摘要

E-service is defined as the service that consumers receive during the whole process from searching information online before booking to booking online and last check-in the hotel.Based on the five dimensions of Bauer（2006）,thinking about Chinese consumer psychology,this paper defines five quality measurement dimensions of e-service,which are website design,entertainment,ease of use,reliability,and responsiveness.On that base,it is of great realistic meanings to set up a structural equation model of an online consumer satisfaction（HECS） to check the impacts of e-service on customer satisfaction online booking.The results have indicates that Website usability,reliability,and responsiveness have obvious influences on customer satisfaction.%e-服务指消费者在线预订前信息搜寻、在线预订、预订后登记入住为止的全过程所接受的服务;其质量测量维度以Bauer（2006）的五大维度为基础,结合中国消费者心理确定为网站设计、娱乐性、易用性、可靠性、反应性五大维度。在此基础上,建立酒店在线预订消费者满意度（HECS）结构方程模型,检验e-服务质量对在线预订顾客满意度的影响具有非常重要的现实意义。本文研究表明,网站易用性、可靠性、反应性对消费者满意度的影响显著。