The impact of customer´s affective trait on e-service quality and satisfaction — Travel website cases

With a tremendous increasing of e-commerce service users and their visits of travel web sites, the author proposed a model that links these constructs as e-service quality, customer´s satisfaction, affective trait, user´s recommendation and complain and empirically tested it in e-service website settings. This study examines the relationship of two dispositional factors, positive and negative affect (PA and NA), with e-service quality on customers´ satisfaction. After conducting an empirical study in Taiwan, travel websites e-service quality consists of two important factors: information quality and system quality which cover the context of communities, e-commerce, functions as well as personal e-services of a travel web site, have been developed from the perspective of meeting users´ positive and negative affections Among a sample of 285 on-line travel website users by the questionnaires survey were collected, the principle findings indicate that information quality and system quality are positively related to the customers´ satisfaction. More importantly the data show that PA and NA affective trait have the significant effect on the relationship between e-service quality and customers´ satisfaction. The results offer insight into that the user with difference of affection is an important factor and helpful to understand customer´s behavioural intention for on-line experience goods/services. The managerial implications and the directions for further studies have been discussed.