Online Travel Service Aggregators and Customer Satisfaction

Internet economy in India is growing rapidly and the rising ‘netizen’ population makes it both attractive and lucrative for marketers. Data affordability has added to the growth story and inching the country towards becoming ‘a trillion-dollar digital economy by 2025’ as per [1] PwC report (2018). However the digital marketplace is flooded with number of business models vying with each other. Manufactures are selling directly thorough their website but cannot ignore strong players like Make My Trip, GoIbibo etc. and are present on these sites as well to reach the customers. The current paper looks at the digital marketplace in India and delineates where the customer is shopping for their travel needs and why they are going to these sites. It delves into the customer satisfaction level with the websites and identifies the gap therein. The paper is relevant for various stakeholders as it provides clarity about the reasons why customers are going to the third party sites for making their purchases when the companies own website is present for the same and the gap between their expectations and perceptions.