Developing a matrix for assessing serviceability of U.S. online travel agency websites

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Kwang-Woo Lee
Heesup Han
Jinsoo Hwang
Cite this article:  Lee, K., Han, H., & Hwang, J. (2017). Developing a matrix for assessing serviceability of U.S. online travel agency websites. Social Behavior and Personality: An international journal, 45(1), 115-126.


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We examined the importance of website serviceability of online travel agencies (OTAs). We collected data from 283 users of OTA websites in the USA. Statistical differences were found for 8 out of 10 website serviceability items that were examined. In addition, 2 dimensions of functional website serviceability and technical website serviceability were derived from the website serviceability items. Last, both dimensions of website serviceability positively affected customer satisfaction, which, in turn, positively affected brand attachment and loyalty. These results will be useful for developing effective and efficient marketing strategies.

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