Sayyidah Maulidatul Afraah, Zahwa Putri Aghniya, Brahmastya Artanto

Development of the E-SERVQUAL Model for Online Travel Agent to Enhance Customer Experience

Introduction

Development of the e-servqual model for online travel agent to enhance customer experience. Enhance customer experience for Indonesian Online Travel Agents (OTA) using a new E-SERVQUAL model. Analyze service quality to drive data-driven improvements.

Abstract

The tourism industry in Indonesia plays a crucial role in the national economy. The digital transformation has brought about substantial changes in the tourism sector, particularly in travel agencies. This transformation has led to increased consumer demand for travel services that are easily accessible and reliable. Such demand has been met by the emergence of various Online Travel Agent (OTA) that facilitate the sale of travel-related services through official websites and mobile applications. This study aims to analyze service quality by developing an e-service quality model for the top three OTA with the highest number of users in Indonesia. The limited number of studies specifically addressing service quality models for OTA as urgency of this research. Data collection in this study was conducted through data scraping from the Google Play Store. The research process involved six main stages: data collection, review categorization and mapping, model development, dimensional scoring, result analysis and discussion, and the formulation of solution recommendations. The analysis identified 22 review categories distributed across 8 E-Servqual dimensions. The highest number of reviews was found in the responsiveness dimension, with 114 reviews and an average score of 1.2 out of 5. A more in-depth analysis using the IPA method indicated that the responsiveness and information dimensions were the most frequently reviewed and needed for immediate improvement. Therefore, the study proposes improvements and solution designs to enhance CX through data-driven strategies.

Review

The study titled "Development of the E-SERVQUAL Model for Online Travel Agent to Enhance Customer Experience" addresses a highly relevant and timely topic given the profound digital transformation within Indonesia's crucial tourism industry. The paper effectively identifies a significant research gap concerning the limited number of studies specifically developing e-service quality models for Online Travel Agents (OTAs). By focusing on the top three OTAs in Indonesia, the research aims to provide a practical and geographically grounded analysis of service quality, underscoring its potential to directly inform strategies for enhancing customer experience in a rapidly evolving digital marketplace. The motivation to meet increasing consumer demand for easily accessible and reliable travel services further solidifies the study's urgency and practical contribution. The methodology adopted by the researchers appears robust for its stated objectives. Utilizing data scraping from the Google Play Store is an innovative and data-driven approach to gather authentic user feedback, providing a valuable real-world perspective on service quality. The six-stage research process, encompassing data collection, review categorization, model development, dimensional scoring, and subsequent analysis, demonstrates a structured approach to addressing the research question. The application of the IPA method for a more in-depth analysis is particularly commendable, as it allows for the prioritization of improvement areas. The identification of 22 review categories across 8 E-Servqual dimensions provides a comprehensive framework for understanding the nuances of online service quality. The findings offer critical insights for OTAs seeking to elevate their customer experience. The revelation that the "responsiveness" dimension garnered the highest number of reviews but paradoxically the lowest average score (1.2 out of 5) highlights a significant pain point for users. This, coupled with the IPA method's emphasis on responsiveness and information dimensions as requiring immediate attention, provides clear, actionable intelligence for service providers. The study's culmination in proposing data-driven improvements and solution designs directly addresses the core aim of enhancing customer experience, making it a valuable resource for industry stakeholders. This research thus not only fills an academic gap but also offers tangible strategies for improving service delivery in the competitive online travel sector.

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