Enhancing online customer engagement in online room reservation: A structural modelling approach

Abstract

This research purposes to develop a structural equation model of enhancing online customer. The samples of this study consisted of 451 respondents who have purchased online room reservation via the website by convenient sampling method. The research instrument is a questionnaire. The data are analyzed by descriptive statistics and confirmatory factor analysis with AMOS. The result is the structural model of the confirmatory factor analysis of enhancing online customer engagement in online room reservation with empirical data Chi-Square/Df =.954, CFI = 1.000, RMSEA =.000, RMR =.006, and TLI = 1.