The impact of online travel agency platform marketing on customer satisfaction

Abstract

Customer satisfaction is a crucial factor influencing consumer purchasing decisions and plays a significant role in the survival and development of enterprises. With the continuous growth of the tourism market, competition among travel agencies has intensified. To gain a larger market share, travel agencies must innovate in product quality, pricing, and services to enhance customer satisfaction. With the widespread adoption of the Internet and mobile devices, online travel platforms have emerged and rapidly become a dominant force in the tourism industry. Online Travel Agencies (OTAs), as a new business model, have had a profound impact on hotels and tourism service providers, presenting greater challenges for businesses. This study employs the Importance-Performance Analysis (IPA) method to construct a customer satisfaction evaluation model for OTA platforms and validates the model's rationality and effectiveness through empirical research. Furthermore, it analyzes the impact of OTA platform marketing on customer satisfaction from four perspectives: service quality, brand image, personalized services, and intelligent services. Additionally, perceived value is introduced as a mediating mechanism to further explore the influence of OTA platform marketing on customer satisfaction. Based on the research findings, this study provides several recommendations for improving customer satisfaction