Empirical Analysis on Hotel Online Booking Consumer's Satisfaction with E-service of Website

Based on American Customer Satisfaction Index model ACSI and study at home and abroad, a Hotel online booking Consumer Satisfaction model (HECS) is established. After empirically testing the validity of the measurement model and structural model of Hotel online booking Consumer Satisfaction, consumer satisfaction index is calculated. Results show that Website easy usability impacts on customer satisfaction most significantly, followed by responsiveness and reliability of the website. Statistic results also show a medium consumer satisfaction index number. Suggestions are given to improve online booking consumer satisfaction, such as website designing of easier using, timely processing of orders, offering more offline personal support for online service, doing more communication with customers, providing more communication channel and so on.