The relationship of website quality and customer e-satisfaction in low cost carrier

Abstract

The current trend in travel have witnessed travelers prefer to book their flight ticket online. As such, a good website design for an airline company is essential. This study was conducted to achieve the main objectives which are to identify the dimensions of website quality for low cost airline and to investigate the relationship between the website quality and customer e-satisfaction at low cost airline. Two pilot tests have been conducted and the results of cronbach alpha showed that all proposed variables are reliable. A total of 381 responses were conveniently collected among local passengers at Low Cost Carrier Terminal, Kuala Lumpur via questionnaire distribution. Descriptive analysis, factor analysis, validity test, reliability test, and multiple-regression analysis were applied to analyse the collected data. This study found that the five determinant factors of website quality for AirAsia were information content, navigation, responsiveness, personalization, and security and privacy. In descriptive analysis, information content was perceived as the most important by airline online users. In addition, the results of study revealed that there is a positive relationship between the five dimensions of website quality and customer e-satisfaction, and also information content was the most significant contributor to customer e-satisfaction. This study concludes with the implications of the findings to theory and practice, finally the suggestions for the future research with the respect to the limitation of present study are also discussed.