Measuring relation among E-Service quality, customer's satisfaction and intention to purchase: (An investigative study on customers of online air ticket service in India)

Due to advancement in information technology all the airline companies using the internet and developing their websites. So e-service Quality has become an important issue for the companies to attract the customers and retain them, because now-a-days companies are not making their websites for providing the information but also to provide booking facility of online air ticket. The main aim of this paper to measure the relationship between e-service quality, satisfaction and purchase intention among customers and the sample for this study were collected from 150 customers in Agra & Mathura region, who are using the facility of online air ticket booking. Five dimensions of e-service quality were considered namely- ease of use, assurance, responsiveness, website design and responsiveness. Cronbach's Alpha used to check the reliability. Result from the multiple regression showed that all five dimensions significantly positive effect on customer satisfaction and customer satisfaction has positive effect on purchase intention. Ease of use and website design was considered as the most important factor or contributor to customer satisfaction.