CUSTOMER SATISFACTION IN HOTEL BOOKING ON EXPEDIA AND TRAVELOKA WEBSITE IN BANGKOK

Abstract

The purposes of this research were to compare levels of customer satisfaction on services between website Expedia and website Traveloka in Bangkok; and to determine factors affecting level of customer satisfaction on service of website Expedia and website Traveloka. Conceptual framework was based on American Customer Satisfaction Index model. Stratified random sampling technique was applied to select 407 customers of website Expedia and website Traveloka in Bangkok to answer self-reported questionnaire. Data was analyzed by bivariate analysis and regression model analysis. Research findings revealed that levels of customer satisfaction on of website Expedia were higher those of website Traveloka; and factors that significantly affected level of customer satisfaction on services of website Expedia and website Traveloka in Bangkok consisted of expectation, perceived quality, perceived value and Image.