Title: Effects of website service quality on booking intentions in the hotel industry: the mediating role of e-customer satisfaction and e-customer trust

Authors: Mushref Mohammed; Shenbei Zhou

Addresses: Business School, Hohai University, Nanjing, China; College of Administrative Sciences, Taiz University, Yemen ' Business School, Hohai University, Nanjing, China; College of Administrative Sciences, Taiz University, Yemen

Abstract: This research investigates the effects of hotel website service quality, electronic customer satisfaction, and electronic customer trust on booking intentions. The paper also aims to assess the mediating role of e-customer satisfaction and e-customer trust in the correlation between website service quality and hotel booking intentions. A proposed research model builds upon existing literature and is empirically examined through structural equation modelling (SEM) using data from 425 hotel consumers who responded to an online and offline survey questionnaire in Nanjing. Smart-PLS 4 was applied to analyse the data and test the hypotheses. The results confirmed that hotel website service quality significantly and positively impacted e-customer satisfaction, e-customer trust, and hotel booking intentions. Both e-customer satisfaction and e-customer trust effectively mediated the relationship between hotel website service quality and hotel booking intentions. All hypotheses related to direct connections and mediating effects were supported. This research provides valuable information to the hotel industry, which can help them improve their website service quality and encourage customers to make bookings. This study provides valuable insights into the effects of website service quality on booking intentions in the hotel industry and the mediating role of e-customer satisfaction and e-customer trust.

Keywords: website service quality; booking intentions; electronic customer satisfaction; ECS; electronic customer trust; ECT; hotel industry.

DOI: 10.1504/IJIMA.2026.152924

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.3, pp.247 - 272

Received: 05 Aug 2023
Accepted: 20 Nov 2023
Published online: 15 Apr 2026 *

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