International Journal of Research Studies in Management
Special Fall Issue of Tourism Educators and Movers of the Philippines
2021 Volume 9 Issue 3
Available Online: 1 October 2021
Author/s:
Monterey, Judylen M.
Faith Colleges Tanuana City Batangas, Philippines (jmmonterey@firstasia.edu.ph)
Borbon, Noelah Mae D.*
Lyceum of the Philippines University Batangas, Philippines (nmdborbon@lpubatangas.edu.ph)
Abstract:
In this study, the service quality of online travel agencies in CALABARZON region in terms of Tangibility, Reliability, Responsiveness, Assurance and Empathy were examined. The OTA’s service performance in terms of customer satisfaction and loyalty will be analyzed in order to propose a framework of innovation for the online travel agency. The researcher used the quantitative research design to the 376 OTA employees and customers among the 120 accredited travel agencies operating in CALABARZON IV-A. Based on the model summaries of linear regression for customer knowledge, the Customer Satisfaction and Customer Loyalty are factors that influence Customer Orientation, while Customer Satisfaction, Customer Loyalty and Empathy are factors that influence Interaction Intensity and Service Innovation. Out of this result, the given framework was formulated. It was found out that Female respondents have higher perceptions on service quality and customer orientation, unmarried respondents have significantly higher response on service quality and customer satisfaction and Baby Boomers have significantly lower response on service quality, service performance and customer knowledge of OTA Services. It was recommended for the OTA to support the agent to look out for customers’ needs in rendering services. It manifests empathy through sensitivity and they may ensure customer satisfaction by focusing on their wants and needs have a constant feedback monitoring or evaluation.
Keywords: empathy, innovation, loyalty, online travel agency, satisfaction
DOI: https://doi.org/10.5861/ijrsm.2021.m7734
Cite this article:
Monterey, J. M., & Borbon, N. M. D. (2021). Service quality of online travel agencies in CALABARZON region. International Journal of Research Studies in Management, 9(3), 91-102. https://doi.org/10.5861/ijrsm.2021.m7734
*Corresponding Author