The Impact of Electronic Service Quality toward Customer’s Satisfaction and Decsion ON USING Hotel ServiceS in the Middle Northeast during the COVID-19 Pandemic

Abstract

This research aims to investigate how electronic service (e-service) quality affects the customer’s satisfaction and decision to use hotel services in the middle northeast during the COVID-19 pandemics in which the study was conducted on a group of 294 customers who used the services in the hotels in the middle northeast. The data had been collected via the questionnaire before it was analyzed with the statistical methods including percentage, standard deviation, multiple correlation analysis, and multiple regression analysis. The results were found as follows. Based on an analysis on the relationship and impact, it was found that: 1) Electronic Service Quality including Data Reliability, Service Availability on All Platforms, Spontaneous Repose, and Safety had a significant relationship with and a positive impact on the customer’s satisfaction; 2) Electronic service quality including Ease of Access and Safety had a significant relationship with and a positive impact on the customer’s decision to use the services in the hotels in the middle northeast. Accordingly, the hotel owners in the middle northeast should put their first priority on providing the customers with reliable services that is simply accessible and available on all platforms with safety so that they feel confident and secured for their personal information and property while staying in the hotels; these factors would satisfy and encourage the customers to confidently decide to use services in the hotels and in return the hotel business could be firmly growing in the current state of economy.