A study on factors influencing customer's decision to prefer OYO rooms

OYO Room, an online hotel booking service organization is getting popularity all over India for their innovative and technological services. The customers are becoming tech-savvy and are using Internet for booking hotels online. It is important to know the factors that are determining the consumer's changing behaviour. The purpose of the paper is to understand the factors influencing customer's decision in stay at OYO rooms. An exploratory study using Purposive sampling survey was carried out for the purpose. Factor Analysis conducted on 152 responses revealed four factors that explained the variation in perceived service quality dimensions. The factors were found to be valid and reliable. The contribution of the study is that it develops an additional insight to understand consumer behaviour in online hotel booking services.