ONLINE BOOKING SERVICES ASSISTED BY TECHNOLOGY TO IMPROVE CUSTOMER LOYALTY IN JORDANIAN FIVE-STAR HOTELS

Abstract

Purpose: This study's goal was to examine how customer satisfaction at Jordanian five-star hotels served as a mediator between the effects of website quality and e-trust on customer loyalty. Design/methodology/approach: Questionnaires were the primary method used in the study for gathering data. The survey was created using data from earlier research and given to visitors staying at several five-star hotels in Amman, the country's capital. A convenience sample of 401 people received questionnaires from the researchers. The valid data was examined using Structural Equation Modeling (SEM) and SPSS V.25 (AMOS V.20). Findings: The study found a favorable relationship between website quality and customer loyalty as well as a positive correlation between e-trust and consumer satisfaction. Additionally, there is a direct correlation between customer satisfaction and loyalty. Research implications: Hotels should take steps to gain the public's trust if they want their websites to be regularly preferred by visitors. The website should also show a relationship between its target audience and the information and images about the hotel by consistently updating both. It has been demonstrated that users of online hotel booking websites exhibit higher levels of trust in websites. When a customer sees what to expect when staying at the hotel, their sense of risk reduces. Originality/value: In order to research the marketing function of hotel services, which today heavily rely on online hotel reservations, this study is a ground-breaking endeavor to improve the worldwide tourism industry. The results should spur Jordanian hotels to research the factors that influence customer loyalty for online reservations.