Results
Title

Investigating the Motives of Customers' Continuance Intentions towards Online Reservation: The Role of E-Service Quality.

Authors

Mouakket, Samar

Abstract

Despite the growth in online reservation in recent years, research surrounding customer continuance intentions regarding this service remains insufficient. This research attempts to fill this gap by integrating the e-service quality model with the expectation-confirmation model (ECM) to measure continuance intentions regarding online reservation. Data was collected from a survey of users who have prior online reservation experience at two universities in the United Arab Emirates. Statistical analysis was performed to test the relationships among the different research variables using structural equation modeling (SEM). The results show that all the e-service quality dimensions proposed in this study significantly affect utilitarian value, with the exception of e-service quality related to responsiveness. Furthermore, utilitarian values positively influence hedonic values and both utilitarian and hedonic values have a positive influence on satisfaction. Finally both subjective norms and satisfaction are significantly associated with continuance intentions regarding online reservation. Implications of the study and directions for future research are provided.

Subjects

RESERVATION systems; ECONOMIC development; CUSTOMER satisfaction; ECONOMIC expectations; ELECTRONIC services; QUALITY of service

Publication

Journal of Organizational & End User Computing, 2014, Vol 26, Issue 2, p18

ISSN

1546-2234

Publication type

Academic Journal

DOI

10.4018/joeuc.2014040102