INFLUENCE OF ONLINE CUSTOMER EXPERIENCE ON PURCHASE INTENTION: A STUDY ON TRAVEL PORTALS

Abstract

In the pursuit of enhancing customer satisfaction, organizations have identified a plethora of advantages that yield substantial financial and operational consequences, thereby amplifying the rationale for achieving an impeccable customer experience. Companies failing to adapt to this paradigm run the risk of forfeiting their customer base, significant financial gains, and strategic advantages inherent in a flawless customer experience. The amplification of positive word-of-mouth, the elevation of brand reputation, and the promotion of recurring purchases collectively contribute to augmenting the organization's financial performance. In a landscape characterized by the proliferation of 5G technology, smartphones, and multiple touchpoints within an organization, the primary objective is to deliver an exceptional customer experience. The distinction between digital and physical experiences is diminishing, as customers increasingly fail to differentiate between online and offline brand interactions. Further, the complexity of customer journeys intensifies as consumers employ multiple channels to progress from awareness to making a purchase. A wealth of literature exists pertaining to online customer experience and omnichannel management. Personalization emerges as the pivotal element for enhancing the customer experience in a data-rich world. Moreover, organizations are considered to adopt an omnichannel approach when their experiences resonate consistently across all digital channels. Customers often switch between channels to seek information, make purchases, and access superior service, necessitating a breaking down of internal silos within brands to ensure a seamless customer experience. Notably, the COVID-19 pandemic wrought substantial changes in consumer behavior, particularly within the realm of travel planning and purchasing. Consequently, post-pandemic policies demand adaptation, and technological innovations have infused this space with unprecedented dynamism and depth. Amidst global travel disruptions, contact centers of travel companies contend with soaring volumes, complicated by ever-evolving health regulations, concealed fees, extended response times, shifting plans, canceled flights, modified pandemic protocols, and mislaid travel documents. Frustration is a prevalent sentiment, especially when travel protocols are subject to continual modification due to the temporal and geographical variations. Online travel platforms possess the capacity to optimize and elevate travel experiences, thus forming the focal point of our study, which seeks to scrutinize the influence of the online customer experience on purchase intentions and customer satisfaction. Our study encompasses a dataset comprising 447 individuals who have executed multiple travel purchases over the past six months. Data collection transpired between June 2021 and March 2022. Demographic analysis and structural equation modeling, utilizing the Statistical Package for Social Sciences (SPSS) version 24 and Smart PLS 3.3.3, respectively, were employed to decipher the structural and measurement models. Our research revealed that the precursors of the online customer experience encompass portal functionality, customization, pricing and promotional strategies, omnichannel management, security and privacy measures, interactivity, and the perceived flexibility of cancellation policies. Furthermore, our investigation delves into the moderating effects of demographic variables (age, gender, and income), travel frequency, and prior experiences with these precursors on the online customer experience.