Humanizing factors for hotel online booking

Abstract

Humanizing should be implemented for making online booking more suitable for people and make it works in more humane manner. Currently, online booking system faced many problems such as difficulty to interpret the customer satisfaction, lack of interaction, and complicated web design. Through online booking, a business faced a difficulty to understand the behaviours and preferences for every customer based on their booking details. Lack of interaction within customers and businesses through online booking platform also lead to the misunderstanding and dissatisfaction. While, complicated web design will make customers feel hesitate to place a booking through online booking platform. Moreover, based on systematic literature review, studies about humanizing online booking were still undefined. It is important to understand the concept of humanizing and formulate the strategies to boost up customer loyalty and satisfaction towards hotel. Therefore, the purpose of this study is to identify humanizing factors in online booking procedure. A list of factors was extracted from systematic literature review and then humanizing factors for this study have been selected using Pareto Analysis. Selected factors that have been evaluated in this study are personalization, service quality, web design, and interaction. The methodology for this study is quantitative approach by distributing questionnaires to customer through online distribution. The selected factors were analysed using Confirmatory Factor Analysis (CFA) in the analysis phase to validate the factors. Lastly, validated factors were analysed using Importance-Performance Matrix Analysis (IPMA) to identify the primary important and the best performance factor for humanized online booking. This study shows that all selected factors were accepted and main humanizing factor for online booking is the web design.