Research Scholar, Singhania University, Pacheri Bari, Jhunjhunu, Rajasthan
Service Quality enhances the shared benefits between the end user and the supplier. It not only helps to develop the relationship between the two but also performance and leads to Customer Satisfaction. Consumer Satisfaction with online travel booking is becoming critical. In this connection, Parasuraman et al. (1985) also found that perceived service quality was significant predictor of customer satisfaction by using SERVQUAL instrument. In this study, it was hypothesized that the SERVQUAL dimensions, namely, Website Functionality, Security, Information Quality, Courtesy and Responsiveness have a significant positive impact on online satisfaction for the users of Tourism websites. Multiple regression of survey responses indicated that security satisfies users more than did website functionality and responsiveness whereas SERVQUAL remaining dimensions did not prove to be instrumental in satisfying customers. Scope for future research was also discussed in the paper.
