Análisis de las agencias de viajes online OTAs en Ecuador : calidad del E-Commerce y satisfacción del consumidor en reservas hoteleras.

Abstract

In the competitive online travel agency (OTA) market in Ecuador, the quality of digital service is crucial for market success. Based on service quality and customer satisfaction, this correlational study analyzed the responses of 402 individuals, mainly from Guayaquil, with an age range starting at 12 years. Through Rstudio and descriptive analysis, six crucial dimensions were identified when evaluating OTAs: Website Functionality, Quality Content and Information, Compliance, Security, Appearance, and Customer Relationship. These explore critical areas: from website functionality and content quality to security aspects, appearance, and the relationship with the customer. The suitability of the questions for factor analysis was evaluated using KMO, showing high adequacy with a weighted value of 0.96. One of the most significant findings arises from the principal component analysis (PCA). The internal consistency of the factors was evaluated using Cronbach's Alpha; the results indicate high consistency among the elements of each factor, with values exceeding 0.85 in all cases. This quantitative methodology revealed that website functionality and the intrinsic quality of content are vital for customer satisfaction. Essentially, this study provides significant insights for OTAs looking to optimize and enhance their user experience, also serving as a strategic guide to adapt and stand out in the dynamic Ecuadorian market.