The effect of e-service quality on customer engagement behaviours via online customer experience and customer satisfaction: insight from the luxury hotels in Malaysia / Nur Amira Mohd Ridzuan

E-service quality plays an effective role to ensure customer satisfaction and customer engagement attracts-depth study intention. However, a review of previous literature reveals a lack of focus on e-service quality on customer satisfaction and how it influences customer engagement towards the e-service provided by luxury hotels themselves. Thus, the purpose of this study is to examine the effect of e-service quality on customer engagement behaviours via online customer experience and customer satisfaction in Malaysian luxury hotels. This study also accesses the mediating effect of customer satisfaction toward the relationship between e-service quality and customer engagement behaviours and the meditating effect of online customer experience toward the relationship between e-service quality and customer engagement behaviours. In addition, the data has been collected through a set of online survey platform questionnaires answered by 370 respondents who are experienced in visiting and staying at luxury hotels in Malaysia through an e-service platform. Moreover, the sampling method used in this study is a non-probability multistage sampling technique. The results of the study were analysed via SPSS and PLS-SEM and this study concluded that all research questions were supported. The findings of this study will enable the Malaysian Association of Hotels (MAH), Ministry of Tourism, Arts, and Culture (MOTAC) and Malaysian hotel service providers in improving the quality of e-services and enhancing the successful implementation in luxury hotels to satisfy the customers thus will encourage the engagement between the customer and hotel service providers itself. In the future, the effectiveness and integrated of e-service quality may contribute to the Malaysian hotel eservice performance.