Effect of Online Servicescape on Behavioral Intention Online Reservation Hotel Services
G. Razati, I. Awanny & P.D. Dirgantari

Universitas Pendidikan Indonesia

Abstract

This study aims to obtain findings whether there is influence online servicescape against the behavioral inten-tion of Agoda products in Indonesia. Type of research used is verification, and the method used is explanato-ry survey with simple random sampling technique, with the number of samples of 165 respondents and data analysis techniques used is the path analysis. The results showed that there was a significant effect of online servicescape on behavioral intention. In an effort to improve the behavioral intention of consumers, the author recommends that companies better understand the factors online servicescape as one of the basis in providing services for users of Agoda websites in Indonesia.

Keywords: Online Servicescape, Behavioral Intention

Topic: Marketing Management