The supply of tourist service in the environments of commerce online and offline / A oferta de serviços turísticos nos ambientes de comércio online e offline
AUTOR(ES)
Fanny Mori Niño
DATA DE PUBLICAÇÃO
2009
RESUMO
This study aimed to investigate the attributes of service quality of the travel agencies that are located in São Paulo city and the factors that may cause the migration of their customers to the Internet in their behavior of requesting a tourist service. Based on the models SERVQUAL by Parasuraman et al (1988), SERVPERF by Cronin and Taylor (1992 and 1944), TAM2 by Venkatesh and Davis (2000) and Index of Innovation Adoption by Rogers (2003) a model has been drawn up with adjustment to context of tourism services, which was validated through multivariate statistical techniques. A quantitative research was conducted and the data collected were used in the analysis of the model of this study. One of the main results of this study showed that users of the service of travel agencies consider the quality as a single dimension or overall indicator. Considering the loyalty to the offline channel, special attention should be given to the courtesy of staff and to understanding of the needs of customers as a strategy for retention. In relation to a possible migration to the online channel, the most relevant aspect found was the perceived usefulness of Internet. The results of this study should provide insights for a deeper understanding of the attributes of quality and its impacts on the customers decision about continuing or not with the traditional channel (offline) when requesting a tourist service.
ASSUNTO(S)
e-commerce internet tourist service internet serviços turísticos comércio eletrônico
