Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services

The paper presents a comprehensive framework exploring determinants of hotel booking intentions among e-service users of hospitality products/services. The study adopted a sequential exploratory strategy (SES) to gather the data using an open-ended questionnaire designed after a thorough evaluation...

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Bibliographic Details
Published in:Technology in society 2022-02, Vol.68, p.101781, Article 101781
Main Authors: Sharma, Mahak, Antony, Rose, Sehrawat, Rajat, Cruz, Angel Contreras, Daim, Tugrul U.
Format: Article
Language:English
Subjects:
Analytic hierarchy process
Brands
Consumer behavior
Customer services
FAHP (Fuzzy analytical hierarchy process)
FISM (Fuzzy interpretive structural modelling)
Hierarchies
Hospitality industry
Localization
Marketing
Online hotel booking intention (OHBI)
Product information
Quality of service
Socioeconomic status
Websites
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Summary:The paper presents a comprehensive framework exploring determinants of hotel booking intentions among e-service users of hospitality products/services. The study adopted a sequential exploratory strategy (SES) to gather the data using an open-ended questionnaire designed after a thorough evaluation of the relevant determinants from the literature. An integration of Hybrid Fuzzy Analytical Hierarchy Process (FAHP) and Fuzzy Interpretive Structural Modeling (FISM) approach was used to first identify and rank the determinants according to their relative importance through FAHP, and to further develop a hierarchical relationship amongst the identified determinants to define the relative dependence and driver powers. The data collected from 120 respondents were thoroughly evaluated. The study explored localization, website quality, product information, perceived interactivity, price and promotion, e-security, customer value, service quality, electronic word of mouth (eWOM), marketing and brand promotion as drivers influencing hotel booking intention among travelers. •Determinants of hotel booking intentions among e-service users.•Considers many factors such as localization, website quality, security, and brand promotion.•The importance of different features identified.
ISSN:0160-791X
1879-3274
DOI:10.1016/j.techsoc.2021.101781