The effect of e-service quality of online travel intermediaries selling airline tickets on behavioral intention

The aim of the study is to determine the impact of e-service quality of online travel intermediaries selling airline tickets on behavioral intention. For this purpose, convenient sampling technique was applied to conduct the questionnaire-based survey from 408 users who buy airline tickets through online channels in electronic environment in Turkey. The survey was conducted between 11.08.2020 and 05.09.2020. The obtained data were analyzed in computer environment. Regression analysis, t-test and ANOVA were used along with descriptive statistics. According to the results of the regression analysis; it has been determined that e-service quality (β: 0,825) affects behavioral intention. Furthermore, sub-dimensions of e-service quality such as efficiency (β: 0,440), fulfillment (β: 0,340) and privacy (β: 0,133) positively affect behavioral intention, however, system availability (β: -0,018), which is another sub-dimension of e-service quality, was found not to have a significant effect on behavioral intention. The results show that sub-dimensions of e-service quality such as efficiency, system availability, fulfillment and privacy explains 68.6% of the change in behavioral intention. According to the results of the difference analysis, it was observed that demographic features such as age, education level, income level, frequency of travel shopping, travel intermediaries mostly used, and travel frequency differ in sub-factors of e-service quality and behavioral intention variable. According to the research findings, the factors that increase the e-service quality of online travel intermediaries included website's ease of use, continuity in service, responsiveness to needs, speed in transactions, reliability, information, and privacy policy to protect user information. Key Words: Airline Transport, Airline Ticket, Online Travel Intermediaries, EService Quality, Behavioral Intention