THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND
In recent yeats, technological advancement has become a crucial factor for businesses’ survival. Traditional business models and processes have been modified and integrated with technology to enable competitive business operations. Consequently, the internet has taken on an important role in busin...
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| Format: | Article |
| Language: | English |
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Editura Universităţii din Oradea
2023-04-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-2-2023/gtg.47201-1033.pdf |
| _version_ | 1827813304661180416 |
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| author | Pisit POTJANAJARUWIT |
| author_facet | Pisit POTJANAJARUWIT |
| author_sort | Pisit POTJANAJARUWIT |
| collection | DOAJ |
| description | In recent yeats, technological advancement has become a crucial factor for businesses’ survival. Traditional business
models and processes have been modified and integrated with technology to enable competitive business operations.
Consequently, the internet has taken on an important role in business as it allows access to a large number of users at the same
time, resulting in an ability to compete without limits. This research aimed to study the effect of electronic service (e-service)
quality on the competitive advantages of tourism and hotel businesses in Thailand. Data were collected from 113 marketing
managers of tourism and hotel businesses in Thailand using a questionnaire as the research instrument. Statistical methods used to
analyze the data were Correlation Analysis and Multiple Regression Analysis. The results showed that the reliability and efficiency
of e-services correlate with and have an impact on competitive advantages – in the aspects of customer relationships, business
networks, organizational learning, productivity, technology sourcing, knowledge management, and entrepreneurship orientation –
at a statistically significant level of 0.05. That means business should place importance on the reliability of online service
websites. This is to help service users have more confidence in the accuracy of information and security of private information.
There should also be a reliable security system in place and a focus on providing support to customers through the website. |
| first_indexed | 2024-03-11T23:30:47Z |
| format | Article |
| id | doaj.art-60f02453f1454b8290ddf383904908fa |
| institution | Directory Open Access Journal |
| issn | 2065-0817 |
| language | English |
| last_indexed | 2024-03-11T23:30:47Z |
| publishDate | 2023-04-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj.art-60f02453f1454b8290ddf383904908fa2023-09-20T09:00:31ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172023-04-0147236336910.30892/gtg.47201-1033THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILANDPisit POTJANAJARUWIT0Suan Sunandha Rajabhat University, Faculty of Management Science, Business Administration, Bangkok, Thailand, e-mail : pisit.po@ssru.ac.thIn recent yeats, technological advancement has become a crucial factor for businesses’ survival. Traditional business models and processes have been modified and integrated with technology to enable competitive business operations. Consequently, the internet has taken on an important role in business as it allows access to a large number of users at the same time, resulting in an ability to compete without limits. This research aimed to study the effect of electronic service (e-service) quality on the competitive advantages of tourism and hotel businesses in Thailand. Data were collected from 113 marketing managers of tourism and hotel businesses in Thailand using a questionnaire as the research instrument. Statistical methods used to analyze the data were Correlation Analysis and Multiple Regression Analysis. The results showed that the reliability and efficiency of e-services correlate with and have an impact on competitive advantages – in the aspects of customer relationships, business networks, organizational learning, productivity, technology sourcing, knowledge management, and entrepreneurship orientation – at a statistically significant level of 0.05. That means business should place importance on the reliability of online service websites. This is to help service users have more confidence in the accuracy of information and security of private information. There should also be a reliable security system in place and a focus on providing support to customers through the website.https://gtg.webhost.uoradea.ro/PDF/GTG-2-2023/gtg.47201-1033.pdfcustomer relationshipse-service qualitycompetitive advantagetourism and hotel businesstechnology to improve operational efficiency |
| spellingShingle | Pisit POTJANAJARUWIT THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND Geo Journal of Tourism and Geosites customer relationships e-service quality competitive advantage tourism and hotel business technology to improve operational efficiency |
| title | THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND |
| title_full | THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND |
| title_fullStr | THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND |
| title_full_unstemmed | THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND |
| title_short | THE EFFECT OF E-SERVICE QUALITY ON THE COMPETITIVE ADVANTAGES OF TOURISM AND HOTEL BUSINESSES IN THAILAND |
| title_sort | effect of e service quality on the competitive advantages of tourism and hotel businesses in thailand |
| topic | customer relationships e-service quality competitive advantage tourism and hotel business technology to improve operational efficiency |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-2-2023/gtg.47201-1033.pdf |
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