tailieunhanh - The relationship between website quality and E-satisfaction: A case study of four-and five-starred hotels in Hội An city of Quảng Nam province

In this paper, through aggregation of existing theories in the world and quantitative research, the authors conduct an empirical research for the case of four-and five-starred hotels in Hội An City and identify seven factors that affect the satisfaction of online customers. | The Relationship Between Website Quality and E-Satisfaction JED October 2013| 147 The Relationship Between Website Quality and E-Satisfaction: A Case Study of Four- and Five-Starred Hotels in Hội An City of Quảng Nam Province LÊ VĂN HUY Đà Nẵng University of Economics Email: levanhuy@ NGUYỄN THỊ HOÀI ÂN University of Economics Email: hoaian90ha@ ARTICLE INFO ABSTRACT Received: June 19, 2012 Received in revised form May 14, 2013 Accepted: Sep. 25, 2013 E-commerce has become a familiar and indispensable part in a developing society, contributing substantially to changes in the customer behaviors and demand. In order to meet customer needs, tourism companies in general and enterprises of the hospitality industry in particular must establish their own websites at the service of their business and competition. In this paper, through aggregation of existing theories in the world and quantitative research, the authors conduct an empirical research for the case of four- and five-starred hotels in Hội An City and identify seven factors that affect the satisfaction of online customers (or e-satisfaction): (1) website design, (2) website information, (3) website security, (4) trust, (5) transaction convenience, (6) customer services, and (7) hotel services information. Those results allow authors to offer some suggestions for hospitality enterprises to enhance their customer satisfaction. Keywords: website quality online customers e-satisfaction 148 | Lê Văn Huy & Nguyễn Thị Hoài Ân | 147 - 160 1. INTRODUCTION The swift development of IT in general and the Internet in particular has generated a “flat playground” and fair competition for all enterprises. In the past decade, attempts to promote the e-commerce in Vietnam have produced positive results to some extent; online purchase and sale (. air tickets, books, CDs, electronic equipment, or room booking, etc.) through websites has become more popular. Together with .