Impact of E-Service Quality to Intention to Use Online Travel Agents Towards Gen-Z Consumers
Keywords:
E-Service quality, Intention, Online travel agentAbstract
The modern lifestyle strives to maintain a balance between hard work and mental health. Data shows a positive trend in public awareness of their mental well-being through vacations and recreational activities. However, during the COVID-19 pandemic, there was a decline in the number of vacations and recreational activities, leading to a shift in physical activities to online, known as digitalization. Vacation and recreation activities have evolved, including online travel bookings through Online Travel Agents (OTA). This study is categorized as action research, examining the influence of e-service quality on the intention to use OTAs. Data collection was conducted through OTA users aged 18-25 years old that called Gen Z. The data was measured using a 5-point Likert scale and analyzed using correlation and regression analysis. The result show that efficiency is the dominant factors affected intention of Gen Z to use OTA. This research suggested that OTA to maintain operational activity and provide reliability to gain Gen Z consumers intention to use OTA
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