Evaluation of E-Service Quality in the Hotel Sector: A Systematic Literature Review

Background Delivering high quality e-services is a key strategy to achieve competitive advantage, due to its positive correlation with the increase of customers purchasing decisions. This systematic literature review attempts to develop a conceptual model of hotel’s e-service quality determinants by examining the different perspective of customers and professionals in the field of tourism. Methods Four sources were used to locate all relevant and eligible studies: specific electronic databases; existing related bibliography and meta-analyses; reference lists of the research papers; and indivisible search on indexes of journal articles in tourism industry. The results Only 66 studies met the inclusion criteria and were selected as primary studies, with a total number of 6162 evaluating hotels. The majority (38%), used as evaluators of hotel e-services users-customers and professionals (30%) in the tourism field. Only 32 studies included hotel customers as evaluators with previous online purchasing experience. Half of these indicated significant impacts of quality determinants on customer purchase intentions. Regarding user-customer approach, the most determinant factors of e-service quality were information quality (n = 23 studies), trust/security (n = 13) and the ease of use (n = 12). From the professional’s perspective, studies also recognized the importance of information quality (n = 19), customer orientation of the hotel website (n = 19), followed by the usefulness level (n = 16), and the communication channels (n = 16). Finally, major differences were identified based on hotel type (chain or independent), size (number of beds) and category. Hotel Chains and 4–5 stars hotels appeared to provide better e-marketing and customer relations strategies, greater level of technology and innovation application, greater value of entertainment and higher level of trust in their websites. Conclusions The research evidence provides valid information for hotels directing them to improve their website design, which corresponds to customer service quality perceptions and has a major contribution on customer experience in sourcing information or making an online purchase.