Relationships between process quality, outcome quality, satisfaction, and behavioural intentions for online travel agencies - evidence from Taiwan

Instead of using the SERVQUAL-type scale, this study conceptualizes e-service quality by two dimensions - process quality and outcome quality - and explores the relationships between process quality, outcome quality, satisfaction, and behavioural intentions in the context of online travel agencies. Using an empirical survey consisting of 240 Taiwanese respondents who have purchased online travel agents' products, the results reveal that process quality and outcome quality have significantly direct and positive effects on satisfaction. In addition, there exists a significant influence of satisfaction on behavioural intentions. While supporting the quality- satisfaction-behavioural intentions relationship overall, this study specifically provides more insights into the construction and effects of e-service quality.