Effect of Website Quality on Customer Satisfaction andPurchase Intention in Online Travel Ticket BookingWebsites

The purpose of this study was to understand the effect of website quality on customer satisfaction and purchase intention. Due to rapid development in the field of technology, the use of E-commerce has expanded drastically in recent years. In an E-commerce company, website quality is very significant determinant of customer satisfaction. The focus is on online travel ticket booking websites. This study is based on a quantitative survey of website quality with respect to online travel ticket booking websites. SMART PLS was used to analyze the descriptive statistics, reliability, and validity. This study conceptualizes the relation between different factors effecting website quality with the purchase intention of customers. The strongest determinants of website quality are information quality, system quality, service quality, and website design. The results of this study help E-commerce companies to retain their customers, and thus, gain long- term value for the company. In E-commerce companies, the competition is fierce, and thus, it is very important that customers have a pleasant experience and return repeatedly to create value for the company. The findings from this study reveal that information quality and customer satisfaction are important and positive user perceptions towards purchase intention in online ticket booking websites. System quality, service quality, and website design also have positive effect on customer satisfaction, but create less significant effect.