The Influence of Website Quality on Customer E-Satisfaction in Low Cost Airline
The evolution of customer behavior in purchasing
products or services through the Internet leads to airline companies
engaging in the e-ticketing process in order to maintain their
business. A well-designed website is vitally significant for the airline
companies to provide effective communication, support, and
competitive advantage. This study was conducted to identify the
dimensions of website quality for low cost airline and to investigate
the relationship between the website quality and customer esatisfaction
at low cost airline. A total of 381 responses were
conveniently collected among local passengers at Low Cost Carrier
Terminal, Kuala Lumpur via questionnaire distribution. This study
found that the five determinant factors of website quality for AirAsia
were Information Content, Navigation, Responsiveness,
Personalization, and Security and Privacy. The results of this 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.
[1] eMarketer, “Asia-Pacific is to lead the World in Online Sales by 2013,”
August 2012, Retrieved on 27 December 2012 from
http://www.newmediatrendwatch.com/news/1089-asia-pacific-is-tolead-
the-world-in-online-sales-by-2013.
[2] AirAsia, “AirAsia named World’s Leading Low Cost Airline. 1
December 2013,” Retrieved on 20 January 2014 from
http://www.airasia.com/ my/en/press-releases/ airasia- named-worldsleading-
low-cost-airline.page.
[3] T. C. Lau, C. H. Kwek, and H. P. Tan, “Airline e-Ticketing Service:
How e-Service Quality and Customer Satisfaction Impacted Purchase
Intention,” International Business Management 5(4), 2011, pp. 200-208.
[4] M. A. C. Ahmad, Relationship between Online Service Quality
Dimensions and Customers' Satisfaction: A Study of Electronic
Ticketing (e-Ticketing) System in Airasia Berhad, 2011 Master thesis,
Universiti Utara Malaysia.
[5] A. S. Tan., Determining Online Service Quality in Airline Industry: A
Case Study of Airasia Berhad at Sultan Ismail International Airport,
Johor Darul Takzim, 2007, Project Paper, Universiti Teknologi
Malaysia.
[6] Y. S. Kueh., Determinant Dimensions of E-Service Quality and Its Effect
on E-Satisfaction in Airline Service: A Case Study of Malaysia Airline,
2011, Project Paper, Universiti Teknologi Malaysia.
[7] C.M.K. Cheung., G. W. W. Chan., and M. Limayem, “A Critical
Review Of Online Consumer Behavior: Empirical research,” Journal of
Electronic Commerce in Organizations, 3(4), 2005, pp.1–19.
[8] C. Dennis., B. Merrilees., C. Jayawardhena, L. T. Wright, “E-Consumer
Behaviour,” European Journal of Marketing, 43(9/10), 2009, pp.1121-
1139.
[9] C. Ho, and Y. Lee., “The Development of an E-Travel Service Quality
Scale,” Tourism Management, 28(6), 2007, pp.1434-1449.
[10] Straub, Detmar, and Richard, T. Watson, “Transformational Issues in
Researching IS and Net-Enabled Organizations,” Information Systems
Research, 12 (4), 2001, pp.337 – 45.
[11] C. M. K. Cheung., and M. K. O. Lee, “Research Framework for
Consumer Satisfaction with Internet Shopping. City University of Hong
Kong, China,” Sprouts: Working Papers on Information Systems, 5(26).
2005, http://sprouts.aisnet.org/5-26.
[12] M. F. M. Sam. and M. N. H. Tahir, “Website Quality and Consumer
Online Purchase Intention of Air Ticket,” International Journal of Basic
and Applied Sciences. IJBAS, Vol. 9, No. 10, 2009, pp.20-25.
[13] M. Long., and C. McMellon, “Exploring Determinants of Retail Service
Quality on the Internet,” Journal of Service Marketing, 18(1), 2004,
pp.78-90.
[14] S. A. Kaynama. and C. I. Black., “A Proposal to Assess the Service
Quality of Online Travel Agencies: An Exploratory Study,” Journal of
Professional Services Marketing, 21(1), 2000, pp.63–89.
[15] J. E. Mills., and A. M. Morrison, “Measuring Customer Satisfaction
with Online Travel, In Frew, A., Hitz M. and O’Connor, P. (Ed.),”
Information and Communication Technology 2003: Proceedings of the
International Conference in Helsinki, Finland, 2003, pp.10-19, Austria:
Springer-Verlag Wien.
[16] H. Murphy., and A. Leung, “E-service Quality, Perceived Value,
Satisfaction and Loyalty: An Investigation of a Third Party Website,”
Proceedings of the EUROCHRIE conference, 2010.
[17] V. D. Merwe, The Impact of Electronic Service Quality Dimensions on
Customer Satisfaction, Master Theses in Business Management.
University of Nelson Mandela Metropolitan, 2011, From
http://hdl.handle.net/10948/1367
[18] F. Lee, and W. Wu, “Moderating Effects of Technology Acceptance
Perspectives on E-Service Quality Formation: Evidence from Airline
Websites in Taiwan,” Expert Systems with Applications, 38, 2011,
pp.7766–7773.
[19] S. Forgas., M. A. Moliner., J. Sánchez, R. Palau., “Antecedents of
airline passenger loyalty: low-cost versus traditional airlines,” J Air
Transp Manag 16(4), 2010, pp.229-233.
[20] Y. Hur., Y .J. Ko, and J. S. Valacich, “A Structural Model of the
Relationships between Sport Web Quality, E-Satisfaction, E-Loyalty,
and Behavioral Intention,” Journal of Sport Management, 25, 2011,
pp.576-592.
[21] H. Y. Ha, and S. Janda, “An Empirical Test of a Proposed Customer
Satisfaction Model in E-Services,” Journal of Services Marketing. 22(5),
2008, pp.399-408.
[22] J. F. Hair., W. C. Black., B. J. Babin, R. E. Anderson., and, R. L.
Latham., Multivariate Data Analysis. (6th Ed.). New Jersey: Prentice
Hall. 2006.
[23] J. F. Jr. Hair., R. E. Anderson., R. L. Tatham., and W. C. Black.,
Multivariate Data Analysis. (3rd Ed.). Macmillan Publishing Company,
New York, USA, 1995.
[24] W. G. Kim, and H. Y. Lee., “Comparison of Web Service Quality
between Online Travel Agencies and Online Travel Suppliers,” Journal
of Travel and Tourism Marketing 17 (2-3), 2004, pp.105-116.
[25] V. McKinney, K. Yoon, and F. Zahedi., “The Measurement of Web-
Customer Satisfaction: An Expectation and Disconfirmation Approach,”
Information Systems Research, Vol. 13 No. 3, 2002, pp.296-315.
[26] C. Jayawardhena, and P. Foley, “Changes in Banking Sector – The Case
of Internet Banking in UK,” Journal of Internet Research: Networking
and Policy, Vol. 10 No. 1, 2000, pp.19-30.
[27] K. Nusair, K. and J. Kandampully., “The Antecedents of Customer
Satisfaction with Online Travel Services: A Conceptual Model,”
European Business Review, 20(1), 2008, pp.4-19.
[28] C. N. Madu, and A. A. Madu, “Dimensions of E-quality,” International
Journal of Quality and Reliability Management, 19 (3), 2002, pp.246-
258.
[29] G. G. L., and H. F. L., “Customer Perceptions of E-Service Quality in
Online Shopping,” International Journal of Retail Distribution
Management, 3, 2005, pp.161-176.
[30] S. Robbins., and A. Stylianou, “Global Corporate Web Sites: An
Empirical Investigation of Content and Design,” Information and
Management, 40(3), 2003, pp.205-12.
[31] Y. J. M. Kim., T.I. Eom., and J. H. Ahn, “Measuring IS Service Quality
in The Context of the Service Quality-User Satisfaction Relationship,” J.
Inf. Technol. Theo. Appl. 7(2), 2005, pp.53–70.
[32] D. M. Szymanski, and R. T. Hise, (2000). E-satisfaction: An initial
examination. Journal of Retailing, 76(3), 2000, pp.309–322.
[33] V. A. Zeithaml., A. Parasuraman., and A. Malhotra., “Service Quality
Delivery through Web Sites: A Critical Review of Extant Knowledge,”
Journal of the Academy of Marketing Science, Vol 30, No (4), 2002,
pp.362-375.
[34] M. Moharrer., H. Tahayori., A. Albadavi., S. H. Zegori, and H. Perzon,
“Satisfaction in e-tourism: A case of European online customers,” IADIS
International Conference e-Commerce, Sandeep Krishnamurthy and
Pedro IsaÃas: 2006, pp.303 - 307.
[35] M. Buys, and I. Brown, “Customer Satisfaction with Internet Banking
Websites: An Empirical Test and Validation of a Measuring
Instrument,” Proceedings of the 2004 Annual Research Conference of
the South African Institute of Computer Scientists and Information
Technologist, in developing Countries, Western Cape, South Africa.
2004.
[36] S. C. Chan, and M. T. Lu., “Understanding Internet Banking Adoption
and Use Behavior: A Hong Kong Perspective,” Journal of Global
Information Management, 12(3), July-Sep, 2004, pp.21-43.
[37] M. Wolfinbarger, and M. Gilly, “Etailq: Dimensionalizing, Measuring
and Predicting Etail Quality,” Journal of Retailing, Volume 79, Issue 3,
2003, pp. 183-198
[38] R. R. Perdue, “Internet Site Evaluations: The Influence of Behavioural
Experience, Existing Images, and Selected Website Characteristics,”
Journal of Travel and Tourism Marketing, 11(2/3), 2001, pp.21–38.
[39] C. Standing, Internet Commerce Development. Norwood, MA: Artech
House Inc, 2000.
[1] eMarketer, “Asia-Pacific is to lead the World in Online Sales by 2013,”
August 2012, Retrieved on 27 December 2012 from
http://www.newmediatrendwatch.com/news/1089-asia-pacific-is-tolead-
the-world-in-online-sales-by-2013.
[2] AirAsia, “AirAsia named World’s Leading Low Cost Airline. 1
December 2013,” Retrieved on 20 January 2014 from
http://www.airasia.com/ my/en/press-releases/ airasia- named-worldsleading-
low-cost-airline.page.
[3] T. C. Lau, C. H. Kwek, and H. P. Tan, “Airline e-Ticketing Service:
How e-Service Quality and Customer Satisfaction Impacted Purchase
Intention,” International Business Management 5(4), 2011, pp. 200-208.
[4] M. A. C. Ahmad, Relationship between Online Service Quality
Dimensions and Customers' Satisfaction: A Study of Electronic
Ticketing (e-Ticketing) System in Airasia Berhad, 2011 Master thesis,
Universiti Utara Malaysia.
[5] A. S. Tan., Determining Online Service Quality in Airline Industry: A
Case Study of Airasia Berhad at Sultan Ismail International Airport,
Johor Darul Takzim, 2007, Project Paper, Universiti Teknologi
Malaysia.
[6] Y. S. Kueh., Determinant Dimensions of E-Service Quality and Its Effect
on E-Satisfaction in Airline Service: A Case Study of Malaysia Airline,
2011, Project Paper, Universiti Teknologi Malaysia.
[7] C.M.K. Cheung., G. W. W. Chan., and M. Limayem, “A Critical
Review Of Online Consumer Behavior: Empirical research,” Journal of
Electronic Commerce in Organizations, 3(4), 2005, pp.1–19.
[8] C. Dennis., B. Merrilees., C. Jayawardhena, L. T. Wright, “E-Consumer
Behaviour,” European Journal of Marketing, 43(9/10), 2009, pp.1121-
1139.
[9] C. Ho, and Y. Lee., “The Development of an E-Travel Service Quality
Scale,” Tourism Management, 28(6), 2007, pp.1434-1449.
[10] Straub, Detmar, and Richard, T. Watson, “Transformational Issues in
Researching IS and Net-Enabled Organizations,” Information Systems
Research, 12 (4), 2001, pp.337 – 45.
[11] C. M. K. Cheung., and M. K. O. Lee, “Research Framework for
Consumer Satisfaction with Internet Shopping. City University of Hong
Kong, China,” Sprouts: Working Papers on Information Systems, 5(26).
2005, http://sprouts.aisnet.org/5-26.
[12] M. F. M. Sam. and M. N. H. Tahir, “Website Quality and Consumer
Online Purchase Intention of Air Ticket,” International Journal of Basic
and Applied Sciences. IJBAS, Vol. 9, No. 10, 2009, pp.20-25.
[13] M. Long., and C. McMellon, “Exploring Determinants of Retail Service
Quality on the Internet,” Journal of Service Marketing, 18(1), 2004,
pp.78-90.
[14] S. A. Kaynama. and C. I. Black., “A Proposal to Assess the Service
Quality of Online Travel Agencies: An Exploratory Study,” Journal of
Professional Services Marketing, 21(1), 2000, pp.63–89.
[15] J. E. Mills., and A. M. Morrison, “Measuring Customer Satisfaction
with Online Travel, In Frew, A., Hitz M. and O’Connor, P. (Ed.),”
Information and Communication Technology 2003: Proceedings of the
International Conference in Helsinki, Finland, 2003, pp.10-19, Austria:
Springer-Verlag Wien.
[16] H. Murphy., and A. Leung, “E-service Quality, Perceived Value,
Satisfaction and Loyalty: An Investigation of a Third Party Website,”
Proceedings of the EUROCHRIE conference, 2010.
[17] V. D. Merwe, The Impact of Electronic Service Quality Dimensions on
Customer Satisfaction, Master Theses in Business Management.
University of Nelson Mandela Metropolitan, 2011, From
http://hdl.handle.net/10948/1367
[18] F. Lee, and W. Wu, “Moderating Effects of Technology Acceptance
Perspectives on E-Service Quality Formation: Evidence from Airline
Websites in Taiwan,” Expert Systems with Applications, 38, 2011,
pp.7766–7773.
[19] S. Forgas., M. A. Moliner., J. Sánchez, R. Palau., “Antecedents of
airline passenger loyalty: low-cost versus traditional airlines,” J Air
Transp Manag 16(4), 2010, pp.229-233.
[20] Y. Hur., Y .J. Ko, and J. S. Valacich, “A Structural Model of the
Relationships between Sport Web Quality, E-Satisfaction, E-Loyalty,
and Behavioral Intention,” Journal of Sport Management, 25, 2011,
pp.576-592.
[21] H. Y. Ha, and S. Janda, “An Empirical Test of a Proposed Customer
Satisfaction Model in E-Services,” Journal of Services Marketing. 22(5),
2008, pp.399-408.
[22] J. F. Hair., W. C. Black., B. J. Babin, R. E. Anderson., and, R. L.
Latham., Multivariate Data Analysis. (6th Ed.). New Jersey: Prentice
Hall. 2006.
[23] J. F. Jr. Hair., R. E. Anderson., R. L. Tatham., and W. C. Black.,
Multivariate Data Analysis. (3rd Ed.). Macmillan Publishing Company,
New York, USA, 1995.
[24] W. G. Kim, and H. Y. Lee., “Comparison of Web Service Quality
between Online Travel Agencies and Online Travel Suppliers,” Journal
of Travel and Tourism Marketing 17 (2-3), 2004, pp.105-116.
[25] V. McKinney, K. Yoon, and F. Zahedi., “The Measurement of Web-
Customer Satisfaction: An Expectation and Disconfirmation Approach,”
Information Systems Research, Vol. 13 No. 3, 2002, pp.296-315.
[26] C. Jayawardhena, and P. Foley, “Changes in Banking Sector – The Case
of Internet Banking in UK,” Journal of Internet Research: Networking
and Policy, Vol. 10 No. 1, 2000, pp.19-30.
[27] K. Nusair, K. and J. Kandampully., “The Antecedents of Customer
Satisfaction with Online Travel Services: A Conceptual Model,”
European Business Review, 20(1), 2008, pp.4-19.
[28] C. N. Madu, and A. A. Madu, “Dimensions of E-quality,” International
Journal of Quality and Reliability Management, 19 (3), 2002, pp.246-
258.
[29] G. G. L., and H. F. L., “Customer Perceptions of E-Service Quality in
Online Shopping,” International Journal of Retail Distribution
Management, 3, 2005, pp.161-176.
[30] S. Robbins., and A. Stylianou, “Global Corporate Web Sites: An
Empirical Investigation of Content and Design,” Information and
Management, 40(3), 2003, pp.205-12.
[31] Y. J. M. Kim., T.I. Eom., and J. H. Ahn, “Measuring IS Service Quality
in The Context of the Service Quality-User Satisfaction Relationship,” J.
Inf. Technol. Theo. Appl. 7(2), 2005, pp.53–70.
[32] D. M. Szymanski, and R. T. Hise, (2000). E-satisfaction: An initial
examination. Journal of Retailing, 76(3), 2000, pp.309–322.
[33] V. A. Zeithaml., A. Parasuraman., and A. Malhotra., “Service Quality
Delivery through Web Sites: A Critical Review of Extant Knowledge,”
Journal of the Academy of Marketing Science, Vol 30, No (4), 2002,
pp.362-375.
[34] M. Moharrer., H. Tahayori., A. Albadavi., S. H. Zegori, and H. Perzon,
“Satisfaction in e-tourism: A case of European online customers,” IADIS
International Conference e-Commerce, Sandeep Krishnamurthy and
Pedro IsaÃas: 2006, pp.303 - 307.
[35] M. Buys, and I. Brown, “Customer Satisfaction with Internet Banking
Websites: An Empirical Test and Validation of a Measuring
Instrument,” Proceedings of the 2004 Annual Research Conference of
the South African Institute of Computer Scientists and Information
Technologist, in developing Countries, Western Cape, South Africa.
2004.
[36] S. C. Chan, and M. T. Lu., “Understanding Internet Banking Adoption
and Use Behavior: A Hong Kong Perspective,” Journal of Global
Information Management, 12(3), July-Sep, 2004, pp.21-43.
[37] M. Wolfinbarger, and M. Gilly, “Etailq: Dimensionalizing, Measuring
and Predicting Etail Quality,” Journal of Retailing, Volume 79, Issue 3,
2003, pp. 183-198
[38] R. R. Perdue, “Internet Site Evaluations: The Influence of Behavioural
Experience, Existing Images, and Selected Website Characteristics,”
Journal of Travel and Tourism Marketing, 11(2/3), 2001, pp.21–38.
[39] C. Standing, Internet Commerce Development. Norwood, MA: Artech
House Inc, 2000.
@article{"International Journal of Business, Human and Social Sciences:65351", author = "Zainab bt Khalifah and Wong Chiet Bing and Noor Hazarina Hashim", title = "The Influence of Website Quality on Customer E-Satisfaction in Low Cost Airline", abstract = "The evolution of customer behavior in purchasing
products or services through the Internet leads to airline companies
engaging in the e-ticketing process in order to maintain their
business. A well-designed website is vitally significant for the airline
companies to provide effective communication, support, and
competitive advantage. This study was conducted to identify the
dimensions of website quality for low cost airline and to investigate
the relationship between the website quality and customer esatisfaction
at low cost airline. A total of 381 responses were
conveniently collected among local passengers at Low Cost Carrier
Terminal, Kuala Lumpur via questionnaire distribution. This study
found that the five determinant factors of website quality for AirAsia
were Information Content, Navigation, Responsiveness,
Personalization, and Security and Privacy. The results of this 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.
", keywords = "Website Quality, Customer E-Satisfaction, Low Cost
Airline.", volume = "8", number = "11", pages = "3467-7", }
