Behaviours of Online Customers in the Hotel Industry and Satisfaction of Customers in General

Authors

  • S. D. Santhanakrishnan, Dr. I. Josephraj

Abstract

Customer behaviour is a multifaceted, complex process. Every business is built on the foundation of the customer. What the customer sees, believes, chooses, and purchases is critical for marketers to fine-tune their marketing offers and reach a high degree of Customer acceptability and happiness. There is currently sufficient understanding of customer behaviour to provide commercial enterprises, non-profit organisations, and regulators with a useful guide to marketing practise. Customer behaviour is made up of behaviours, reactions, and responses to the items and services purchased. When the baseline level of customer happiness and its rate of change are known, systematic fluctuations in customer satisfaction can help explain changes in product choice. Customer happiness is a powerful predictor of profit, choice, repurchase behaviour, and market share, making it a helpful tool for those interested in utilising it. It is the goal of this research to determine the link between online consumer behaviour and the level of customer satisfaction in the Chennai hotel business. The independent variable is Online Customer Behaviour, and its sub variable is as follows Confidentiality and Security, Website Atmosphere, Website Usability, Trust, Customer Service and Fulfilment, and Interactivity/Connectivity. Customer Satisfaction is the dependent variable, and its sub variables include consumer hotel booking decisions and customer satisfaction in general. This study is descriptive in nature, and data will be collected by a questionnaire distributed to 409 consumers in the Chennai hotel industry. Multiple regression analysis will be employed to conduct the analysis in this study. We concluded from the outcomes of this study that there is a favourable association and considerable influence between online customer behaviour and client satisfaction within the Chennai hotel sector.

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Published

2019-04-30

Issue

Section

Articles