THE EFFECT OF TRUST, ENJOYMENT, PRICE QUALITY AND CUSTOMER SATISFACTION ON RE-BOOKING INTENTION FOR ACCOMODATION IN ONLINE TRAVEL AGENTS

Abstract

Purpose : The purpose of the study is to take a look at the relationship between trust, enjoyment, price quality, customer satisfaction and re-booking intention to re-booking accommodation via online travel agents particularly online hotel booking user in Indonesia. How these factor might have an effect on re-booking intention. Design/Methodology/Approach : A total of 250 respondents were taken from online tour shopper in Indonesia to examine the relationship of factors that affect re-booking intention for accomodation. Data were collected through structured questionnaire used seven-point Likert scale and observed utilizing Structural Equation Modeling (SEM) analysis Findings : The finding show the factors that affect the intensity of online travel agents hotel booking. Trust, and attitude shows positively affect to purchase intention of online hotel booking meanwhile customer satisfaction show negatively to to re-booking intention of online travel agents hotel booking. Originality/Value : The author believe this is the first study who is investigate intention to re-book hotel via online travel agents in indonesia