Skip to main content

Testing the Usability of Hotel Websites: The Springboard for Customer Relationship Building

The full text article is temporarily unavailable.

We apologise for the inconvenience. Please try again later.

Abstract:

Despite the growing attention given to web usability, little is understood as to what usability problems threaten the e-marketing initiatives of hotels. This research extends existing web usability literature by discovering problems that might impede the fostering of relationships with online leisure customers. Three four-person groups of frequent Internet shoppers tested three UK-based hotel sites via a protocol analysis methodology. Severe usability problems related to the interface quality, information quality, and service quality negatively affected the purchase and revisit intentions of most participants. Results suggested that exchanging links with local points of interest, simplifying the pathways to different sorts of leisure breaks, increasing the depth of information related to in room facilities and pricing, providing proactive interactions, and avoiding third-party reservation systems will have positive effects on users' perceived satisfaction, purchase intention, and potential relationship building. Implications for hotel marketers and avenues for future research are also discussed.

Keywords: HOTEL WEBSITES; PROTOCOL ANALYSIS; RELATIONSHIP MARKETING; USABILITY

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830506778193878

Publication date: March 1, 2006

cog/itt/2006/00000008/00000001/art00005
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more