International Journal of Science Commerce and Humanities Volume No 3 No 5 September 2015

THE INFLUENCE OF WEBSITE QUALITY DIMENSIONS ON

CUSTOMER SATISFACTION IN TRAVEL WEBSITE
Bagher Abbaspour1,Noor HazarinaHashim2
Faculty of Management, UniversitiTeknologi Malaysia (UTM), 81310,
JohorBahru, Johor, Malaysia
*Corresponding Author: kindbagher@gmail.com

ABSTRACT

The purpose of this article is to examine the relationship between website quality dimensions on customer
satisfaction in travel website. Despite the importance of website quality in attracting customersa few empirical
studies conducted with respect to the customer‘s perception of online travel website.This article addressed this
limitation by considering service quality, system quality and information quality as website quality dimensions
in travel website in Malaysia. In order to achieve this goal, data collected fromsurvey of 190 students based on
the convenience sampling technique from International Islamic University of Malaysia (IIUM) to test the
model.Pearson Correlation analysis was studied to show the relationships between variables. The findings
indicate the informativeness, security, responsiveness, website design and interactivitypositively have influence
on customer satisfaction. Also, findings showedempathydid not have a significant influence on customer
satisfaction.
Keywords: information quality; system quality; service quality; satisfaction, website design, travel website.

1. INTRODUCTION
The number of people that purchase online is increasing steadily in the world. For example three out of four
web users in the USA are purchasing online for retail products and services([1]). The evidence from others
countries such as Canada, North American ([1])and China ([2, 3])showed this trend.Therefore, online shopping
is growing and profitable and the competitions are increasing for market share in diversebusiness (e.g. music,
travel, books, electronic).Thus, to remain competitive and satisfy customers, online companies should spend
time and money to improve the quality of their website.
The researcher found many dimensions that increase quality of the website. The majordimensions on the
website are information system and service quality to get customer knowledge and satisfaction([4]). According
to Park and Kim([5])online supplier can provide convenience, competitive well-design,price and showing
different product information to create and enhance customer satisfaction.Satisfied customers are willing to
purchase more products or services, recommend such products and services to others, and are less price
sensitive ([6]). Therefore, online retailers should consider two points. Firstly, understand how recognize and
access customer requirements.Secondly, which website dimensions impact on customer perceptions in the
online context?
Moreover, today, online travel website are the most popular way for consumers to collect the required
information about the destination and purchase their travel package in contemporary world ([7]). Malaysia is a
country which is the home to a multi-racial community andis visited by thousands of tourists annually. indeed,
tourism industry is second highest foreign exchange earner for the Malaysian economy, after
manufacturing([8]).Despite the significant role of traveling website in attracting tourism in Malaysia, a few
studies have been conducted to develop better understanding of the factors associated with customer
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International Journal of Science Commerce and Humanities Volume No 3 No 5 September 2015

satisfaction.Therefore, the current study examines the relationships between website quality dimensions (system
quality, service quality and information quality) and customer satisfaction in travel website. This study
identified informativenesssecurity, responsiveness, empathy, website design and interactivity as important
variables that have an impact on customer satisfaction.

2. LITERATURE REVIEW
2.1. Website Quality Dimensions
2.1.1 System Quality
Delone and McLean ([9])indicated that system quality is the processing quality of an informarion system(IS),
which assess regarding ease ofuse, functionality, availability, flexibility, reliability and response time. System
quality regarding Web-based IS recognizes the preferredfeaturesof an online store. Research showed
convenience, ease of use, design and interactivities as dimensions of website quality([9, 10]).In addition, as
quality of website, navigation, clear appearance, safe and fast page loading valued by online
customer([11]).Thus, scholarsrecommended that system quality is the main dimension to making
aneffectiveonlinecommerce([12-14]).
The system-oriented view proposes that the impediments to consumer acceptance are technology-based.The
evidence confirmed that there is positive relationship between high level of system quality and user
convenience and, privacy([15]). Likewise, consumers should be provided with a responsemechanismover an e-
mail link or frequently-ask-questions (FAQ) section for product related information([16]).This study considered
website design and interactivity as systems quality dimensions.
The influences of website design and interactivity on online customers have studied in some research([16, 17]).
Similarity, this study proposes that an attention to system quality would increase levels of online customer
satisfaction.Thus, we hypothesized thefollowing.
H1: Website Design positively influences customer satisfaction in travel website
H2: Interactivity positively influences customer satisfaction in travel website.

2.1.2 Information Quality

Information quality is the most important dimension of website quality ([4, 18, 19]). Studies on information
quality show the importance of relevance, usefulness and accuracy of information ([9, 20, 21]). Information on
websites should be up to date and sufficient for customers. Information content has adirect impact on a
consumer„s opinion and their assessmentof the effectiveness of a website ([21, 22]). Web sites should present
sufficient information related to the product description, price information and supplementary services in order
to assist users in understanding the products and assist users in making purchases([23]). If users find a specific
website suitable, they will show positive feelings toward the website and would be more satisfied. Assessment
factors to measure the usefulness of the informationare clarity, diversity, completeness, accuracy, timeliness,
and reliability of information([24, 25]).Therefore, this study assumes that:
H3: Informativenesspositively influences customer satisfaction in travel website
H4: Security positively influences customer satisfaction in travel website

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International Journal of Science Commerce and Humanities Volume No 3 No 5 September 2015

2.1.3 Service Quality

Service quality is consider as the overall support delivered by the online service provider([26]). Researchers
assessed service quality based on assurance, empathy and responsiveness([9, 27]). Studies found service quality
as an vital dimension of website which directly has the influence of the purchase intentions and online
customer satisfaction,moreover, the e-service quality is critical in attracting potential customers([28]).
Zeithaml([29])argues that online businesses should focus not only on pre- purchase but also should more
attention to during and after the transaction.Online companies should considera issues and failure in facilities
and services and immediatelyfix and clean up any problems thatreduce customer satisfaction. Consequently, for
online service suppliers, showingresponsiveness via an email management systemto answer to
consumers‟requests, givingconsumer‟s information such as favorite products/services, and simplifying two-way
communication with clienteles are the efficient strategies([30]).Online customers appreciate it when virtual
service providers express friendship or careful attention in their communication. This explains social online
communication, which may lead to customer satisfaction and loyalty([31]).This study considered empathy and
responsiveness as service quality aspects.Hence, , this study assumes that:
H5: Responsiveness positively influences customer satisfaction in travel website
H6: Empathy positively influences customer satisfaction in travel website

2.2 Website Quality and Customer Satisfaction

Oliver ([32])described satisfaction as consumer fulfillment response. Dwyer et al., ([33]) explained customer
satisfaction as an interpretation of the exchange relationships in the market place. Exchange in the consumer„s
perception helps suppliers make changes according to customer behavior, repeated purchasing and brand
loyalty. Day and Wensley([34]) believed that satisfaction creates barriers that result in switching to other brands
and carriers and presents a competitive advantage for companies.Solomon et al.,([35]) identified CS as the
overall attitude that customers show during the purchase. Inaddition, customer satisfaction includes a
customer„s overall evaluation of performance.Thus, overall satisfaction is collected from the evaluation of
transactions and modified following each specific business([36]) . It seems that overall satisfaction is the
capability to predict consumer„s future intentions. Based on the literature review, customer satisfaction is
valuable component from the perception of customer benevolence the perception of an organization„s financial
performance. Basically, the future profitability of companies is related to satisfying customers in the present
([37]). Therefore, this study is built on overall satisfaction that is the most completekind of satisfaction for
measuring the satisfaction of tourism customers. In the online context, ([31, 38])also showed the relationship
betweenwebsite quality and customer satisfaction. E-satisfaction defined as measure of customer satisfaction
with online purchase([39]). According to Szymanski et al(2000) convenience, website design and security are
assignificanceantecedents for e-satisfaction.A study by ([16])in the bookstore retailers, found that service
quality,system quality and information qualitywere significant predictors of customer satisfaction. Moreover, in
the travel context([3])showeddirect and positive impact of website quality and usability on customer
satisfaction. Despite the fact that previousresearchers haveintroduced that different dimensions of website to
determine customer satisfaction, but in the travel context it seems that there is a lack of research to understand
how website quality can influence on customer e-satisfaction.Figure1 shows research model

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International Journal of Science Commerce and Humanities Volume No 3 No 5 September 2015

We
bsit
e
Qu
alit
y
Di
me
nsi
ons

Figure1: Research Model

2.3 Assessment of travel websites

In the tourism context, Jang([40])indicated that seeking online information become a major trend
betweentourists also,online reservations becoming an importantapplication for travel products and
services.Coriglianoand Baggio([41])claimed that the website assessment is ofthe most attention to scholars and
industrial experts. In addition, researcher investigated several articles which reviewed among several years and
found those articles presented severalmethods to increase the quality of commercial websites([42]).
Recently, several studies have been investigated and published on evaluation of tourism website.For
example,Hashim et al., ([43])reviewedstudies published from the 1990s to 2006 on tourism and hospitality
websites. The scholarsfound five dimensions of website quality as most important online features of tourism and
hospitality websites: information and process, value added, relationships, trust, and design and usability.In
another study, Ho and Lee([44])shown a completeanalysis and collected a list of antecedents for determining e-
travel service. These attributes were then grouped into five dimensions: information quality, security, website
functionality, customer relationships, and responsiveness. Park and Gretzel([45])investigated meta -analysis
between 53 destination marketing web sites articles and found nine factors: (1) information quality; (2) ease of
use; (3) responsiveness; (4) security/privacy; (5) visual appearance; (6) trust; (7) interactivity; (8)
personalization; and (9) fulfillment as success factors in marketing web sites.Finally, Chiou‟s et al., ([18])study
found ease of use, information qualityresponsiveness as more common dimensions of travel website.

3. RESEARCH METHODOLOGY
The following section provides a brief overview on population and sampling procedure, measurement
development and validity and reliability of research instrument

3.1 Population and Sampling procedure

A set of people that a researcher needs to study and generalize the results is called population.For propose of
this study, the population is defined as individual consumers or potential travelers in International Islamic
University of Malaysia (IIUM) because students come from different countries in this university. This study
selected studentsbecausestudies on students' online travel behavior confirmed that students were satisfied and
loyal through selected travel websites([46, 47]). For this research, the sample selected based on the convenience
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International Journal of Science Commerce and Humanities Volume No 3 No 5 September 2015

Sampling technique because it is difficult to access a complete list of students.This study used the survey
questionnaire, which is included of some questions that areconsidered to collect demographic information of
contributors, and a set of questions, which have been asked to assess variables in agreement withprevious
studies part established on closed end questions in five -point Likert-scale.
A total of 250questionnaireswere distributedamongall students.The participants were then requested to response
all questions on the basis oftheir familiarityand experience once using that specificwebsite.Finally,after data
screening process and the exclusion incomplete questionnaires remained190 usable questionnaires.

3.2 Measurement development

In this study Measurement items were adapted from previousIS and marketing researches. Information quality
was assessed by six items assessingtwo variables, i.e. Informativeness and security were taken from ([5, 48]).
Eight items measuring the two system quality variables, which is website design and interactivity. These items
defined web-based system design and responsetools to recognizeconsumerviews about system quality of the
online store([49, 50]).Service quality assessed by eight items, i.e.Responsiveness, and empathy([9,
51]).Furthermore, customer satisfaction was measured with the following three questions , I am satisfied with
the product of this travel website I am overall satisfied with this travel website and I am satisfied with the
purchase experience on this travel website, which adapted from Fornell et al. ([52]).The Table1 are presented
the constructs and their measures.

Table1: Measurement items of Web quality and Customer satisfaction

Construct Measures References

System quality Design, navigation, response time, security, (Kim & Lee, 2002;
availability, functionality,error-free transaction, Palmer, 2002)
multimedia
Information Contents, completeness, detail, accuracy, Srinivasan, 1985; Park &
quality timeliness, information reliability, format Kim, 2003
Service quality Responsiveness, credibility, assurance, empathy, (Parasuraman et al.,
follow-up service, 1988; Kimery&McCard,
2002; DeLone&
McLean,2003)
Customer Overall satisfaction, Fornell et al. (1996)
satisfaction

3.3Validityand Reliability of Research Instruments

The current study used content and face validity alsorequestingsome academic lecturersto judge the preliminary
questionnaire to provide reviews and enhancementson the content of the questionnaire. These processespermit
the scholar to improve a questionnaire that is valid regarding its content.The Cronbach alpha applied to the
internal consistency reliability of all questions The Table 2presented Cronbachís alpha coefficient and construct.

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Table 2:Cronbachís alpha coefficient for measurement items

Construct CronbachísAlpha Sekaran (2000)

Website Design 0.80 Acceptable
Interactivity 0.85 Acceptable
Informativeness 0.90 Acceptable
Security 0.75 Acceptable
Responsiveness 0.85 Acceptable
Empathy 0.78 Acceptable
Customer satisfaction 0.866 Acceptable

4. STATISTICAL ANALYSIS
Statistical Package for the Social Sciences (SPSS) was applied to examine the relationship and to assess the
objectives of current research. For the purpose of data survey, descriptive and inferential statistics were
employed.Thisstudy have been employed descriptive statistics to review the biographical responses, to
explain the website quality dimensions and describe the customer satisfaction. The Pearson correlation
applied to definethe degree of relationshipbetweenthe variables in this study. I.e.service quality, system quality
and information quality.

4.1 RESPONDENTS BIOGRAPHIC ANALYSIS

Table 3 exhibitsprofile of the respondents. The majority of respondents were male with 52.7% while 42.1%
were female.Base on the Table.3 shows70.5% of respondents are under 24 years old, 26.3% (50) of
respondents were in the 24 to 34 year range, only 6% (3.1) respondents were more than 34years old. Table 3
shows57% of respondents had 4-7 years internet experience and 25.2% had more than 7 years internet
experience.As indicated in Table.3 majority of samples had 1-5 times online shopping, i.e. (80%) and only
11.6% had 6-9 times online shopping.The levels of respondents‟ education were 60% bachelor degree, 37.4%
were master degree and only 2.7% were PhD degree.Finally, most of the samples in this study were Malay
ethicabout 35.7%. The second ethnic groups wereArab with 29% and African ethics were only 16.3%.

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Table 3: Profile of the respondents (n=190)

Demographic Frequen Percent

characteristics cy (%)
Gender
Male 110 52.7
Female 80 42.1
Age
< 24 134 70.5
24-34 50 26.3
>34 6 3.1
Internet Experience
<1 3 1.5
1-3 30 15.7
4-7 109 57
>7 48 25.2
Frequency of Online
Shopping 152 80
1–5 29 11.6
6–9 7 6
10–20 2 1.02
Up to 20
Educational Level
Bachelor 114 60
Master 71 37.4
PhD 5 2.7

Ethnicity
Malay 68 35.7
Chinese 14 7.3
Indian 9 4.7
Arab 55 29
African 31 16.3
Others 13 6.8

4.2 TESTING THE HYPOTHESES

Pearson correlation analysis was performedbetweenkey variables which including System quality, information
quality, service quality, customer satisfactionarea to recognize and define the associationamongall variables.
According to Burnes and Bush ([53]),the range of correlation coefficients are between +1 and +0.81 or between
-1 and -0.81 are usuallymeasured to be “very high”. Though, those correlation coefficients of +0.5 and -0.5 and
above reveal strong correlations between two variables ([54]). The outcomes of analysis, including the Pearson
Correlation and hypothesis testing findings are described in Table4. Based on Table: 4 all hypotheses, excluding
H6, were supported by the data.

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Table4: Correlation and hypothesis testing results

Website Customer Satisfaction Subtests Customer Satisfaction

Quality
System Pearson .596** Website Design Pearson .541**
Quality Correlation .000 Correlation .000
Sig. (1-tailed) Sig. (1-tailed)

InteractivityPearson .652**
Correlation .000
Sig. (1-tailed)
Information Pearson .673** Informativeness Pearson .615**
Quality Correlation Correlation .000
Sig. (1-tailed) Sig. (1-tailed)

Security Pearson .731**

Correlation .000
Sig. (1-tailed)
Service Pearson .265* Responsiveness Pearson .530**
Quality Correlation Correlation .000
Sig. (1-tailed) Sig. (1-tailed)

Empathy Pearson .039

Correlation
Sig. (1-tailed)
**. Correlation is significant at the p<0.01 level (1-tailed).

As represented in the Table 4,the results of the Pearson Correlation showthe assumedinterpreters (H1, H2, H3,
H4, H5) of customer satisfaction showed to be significant in the proposed directions. As a result, Website
Design, Interactivity as system quality variables, Informativeness and Security, as information quality variables
and only Responsiveness as service quality variables had an influence on customer satisfaction in this study.
Contrary, H6 or Empathy in online travel website had no significant influence on customer satisfaction.
5. DISCUSSION AND CONCLUSION

The objective of the current research was to realize the travel web site dimensions features with regard to the
travellers‟ Satisfaction. Understanding travel web site dimensions roles areessential because the system quality,
service quality and information quality considered as more important factors to attract customers.
Information quality, including informativeness and security (r =0.731, P <0.1) were indicated to be significant
antecedents of customer satisfaction. However, security has the strongestinfluence on customer satisfaction with
travelers. The researcher found security directly has an influence on trust and showed security is an important
component of effective commercial web sites([55]).In addition, finding showed the information quality increase
customer satisfaction. That is,if online companies need to increase the level of online customer satisfaction and
customer behavior intention, they should make up date, accurate and put valuableinformation on the website
frequently.
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Other dimensions that investigated inthe current research are related to system quality, i.e. Website design and
interactivity. The finding showed interactivity and website design had significant impact on online
customers‟satisfaction in travel website. Thisresultis adapted tothe former studies, i.e.([16, 31])studies showed
that online interactivity and website design increase customer satisfaction level. Well-designed websites lead to
satisfied customers. Satisfied customers have a significant effect on trust. As a result travel companies in order
to satisfy customer should provide gooddesign, using navigation and multimedia on their website.
This study investigated responsiveness and empathy as service quality dimensions. Between them,
responsiveness found hadthe strongest impact on customer satisfaction, but empathyhypotheses
(r =0. 39, P <0.1) not supported, which may show that consumers are scared the online companies give
individual information to other companies without their agreement([16]).Base on finding related to service
quality, companies should provide mail service, and facilitating two-way communication with
consumersduring, after and before purchase. This result is in conformity with,the previous research ([51,
56])that showed responsiveness as important dimension of service quality that impact on customer satisfaction.
This study extends the online travel an important dimension between dimensions of website quality and
customer satisfaction. Another contribution is that the web users‟perspectives were targets of current studywhile
mostly pervious researchfocuses on the web developers and design perspectives.

5.1 Implications for industry and future studies

This study examined the influence of website quality dimensions (system quality, service quality and
information quality) on customer satisfaction in travel industry website.Theoretical, conceptual linkages of the
impact of website quality on customer satisfaction wasrecognized and empirically tested. The results
providedimportant dimensions that online travel websites can attract travellers‟ intention to use online website.
Also, this finding helps Managers of travel companiesto develop their travel web sites usability with providing
well- design, in formativeness, increasing security, protection policy and technical adequacy. Moreover, there
are some future research directions. This study was based on survey design, but future study can use
experimental design and enhances the understanding of online shopping environment and finding relationships
between website quality and customer emotions or finding any relationships between website quality, customer
emotion and satisfaction in online shopping environment. Finally, this study was conducted in Malaysia as
multi-racial and religious society so; future studies should consider how religion and culture can affect on
customer satisfaction in an online context.

5.2 Limitations

There are some limitations in the current study. First,students were sample which cannotbe illustrative of the
general population of online travel customers thus generalizing of this study should be interpreted with caution.
Second, since, the sample was collected in Malaysia and in only one university (IIUM),generalizability to other
countries might be limited, because Malaysia is knownas multi-racial and religious society with different
behaviors. Third, the concept of website quality used only 6 items, thus not fully addressed.

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