ENHANCING ONLINE CUSTOMER ENGAGEMENT IN ONLINE ROOM RESERVATION: A STRUCTURAL MODELING APPROACH

Abstract

This research purposes are 1) to identify the factors of online customer services, online customer experience, online room reservation website, and online customer engagement; 2) to investigate the variables of online customer engagement; and 3) to develop a structural equation model of enhancing online customer engagement. This research is a quantitative method by developing a structural equation model of enhancing online customer engagement. The samples of this study consisted of 451 respondents who have purchased online room reservation via the website by convenient sampling method. The research instrument is a questionnaire. The data are analyzed by descriptive statistics and confirmatory factor analysis with AMOS. The result is the structural model of the confirmatory factor analysis of enhancing online customer engagement in online room reservation with empirical data Chi-Square/Df = .954, CFI = 1.000, RMSEA = .000, RMR = .006, and TLI = 1.000. The findings of this research indicate that, in accordance with online customer engagement theory. Managerial and practical implications for enhancing online customer engagement are also discussed.