THE MODERATING EFFECT OF TECHNOLOGY ACCEPTANCE PERSPECTIVES ON THE FORMATION OF ESQ AND SERVICES SATISFACTION IN LOW COST CARRIER AIRLINE

Abstract

As an increasingly demand in public transportation and electronic transaction, the service quality of website determine the successful of the service provider organization. Therefore, electronic service quality (e-SQ) plays an important role for any business that involved with online transaction to attract customers. Customer’s assessment of e-SQ usually based on their actual experiences of interacting with the website. According to the past research conducted the relationship exist between e-SQ and service satisfaction, furthermore the moderating effect of technology acceptance model (TAM) show positive moderate the relationship. With improving e-SQ and TAM it will improve service satisfaction. However, the relationship between “e-SQ-TAM-service satisfaction” is not consistent discuss in low cost carrier airline in Malaysia. With concern to further understanding of this area, the present study explore dimensions of e-SQ in low cost carrier airline context and their relationship with service satisfaction. Furthermore the moderating effect of perceived ease of use and perceived usefulness (TAM) was explored. This study employed convenience sampling procedure and questionnaire method to gain data, 392 completed questionnaires were gathers from Malaysia Airline Industries (low cost carrier) website user. The result indicated that e-SQ dimensions: customization, site privacy and aesthetic, efficiency, system availability and fulfillment constitute e-SQ for low cost carrier airline. Moreover the result also illustrate that perceived ease of use and perceived usefulness (TAM) positively moderate the relationship between e-SQ and service satisfaction.