THE EFFECT OF E-SERVICE QUALITY ATTRIBUTES ON CUSTOMER RETENTION IN HOTELS: EVIDENCE FROM ARBAMINCH

Abstract

The last decade has witnessed the emergence and implementation of new forms of services, particularly those delivered via the internet (e-services). Throughout this process, great effort has been made to address critical difficulties and success factors in these new service settings. The current study has assessed the effect of e-service quality Attributes on customer retention in hotels of Arbaminch. The study used a quantitative research approach with an explanatory research design to explain the links between the studied constructs. The sample included both domestic and international tourists who visited Arbaminch and the surrounding and reside in hotels in Arbaminch based on the convenient sampling technique. Data were collected through likert scale questionnaires. The collected quantitative data was analyzed using multiple regression technique. The findings reveal that the five independent predictors, like service process, service component, information sufficiency, information security/trust, and ease of use of information are positively and significantly correlated with customer retention, with a statistically significant effect for predicting customer retention moves in hotels in Arba Minch. The study has both theoretical and practical contributions for both the existing theory and hotel management practice