FACTORS INFLUENCING ONLINE CUSTOMER EXPERIENCE TOWARD CUSTOMER REPURCHASE INTENTION OF ONLINE TRAVEL AGENTS: TRAVELOKA AND TIKET.COM

• Main Author: Rachel Mayangsari, Brigita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79590
• Institution: Institut Teknologi Bandung

In this developing market of Internet technology, Online Travel Agents (OTA) play an essential role as a platform to provide online travel ticket reservation service to customers. Particularly, the OTA mobile application, which is an extension of its website, shows more significant traffic use among Indonesian travellers to book their travel needs. Since the OTA mobile application industry has become more competitive and the experience of customers might fluctuate, marketers need to consider the online customer experience and its impact on repurchase intention. There is an inconsistency in the relationship between customer flow experience and repurchase intention. Moreover, research regarding flow experience in Indonesia is still scarce. Thus, this research aims to investigates the online customer experience, particularly the flow experience, and its subsequent impact on repurchase intention within mobile applications of Online Travel Agents (OTAs) in Indonesia by applying the S-O-R Framework to the model. Data collection period was conducted between October until November 2023. Quantitive data was used which obtained from online questionnaire survey, with a total sample of 317 users of Traveloka and Tiket.com who aged 18-42 years old being analyzed by Structural Equation Modeling (SEM) analysis and employing SMARTPLS software. The findings reveal that challenge, convenience, aesthetics, and customization factors significantly contribute to a positive flow experience, while interactivity and contents show otherwise. The study establishes a noteworthy influence of flow experience on repurchase intention within the OTA mobile application context in Indonesia. Moreover, this research provides theoretical implications and recommendations for OTA company to maintain and improve its performance to build customer flow experience and repurchase intention.