Enhancing the customer experience on online travel agencies in Ho Chi Minh City

Abstract

In the era of technology 4.0, e-commerce, specifically online travel agencies (OTAs), has developed brilliantly, shortening the distance between customers and businesses with just one click. In addition, in an economy where all products and services are homogeneous like today, customer experience is a sustainable business trend for businesses. Therefore, retaining customers and increasing their lifetime value will be the top priority and the main measure for businesses to redesign customer experience. However, previous studies related to this topic have only been conducted in areas such as hotels, retails and fashions in countries such as Korea, China, the U.S.A., and European countries. This study was conducted in Vietnam, in the field of OTAs with the expectation of helping managers having basic theories about customer experience in business, thereby providing businesses with an overview of customer experience. The study aims to explore how the positive impact of channel integration to enhance customer experience on OTAs in Ho Chi Minh City. Research data was collected from an online survey of customers (n = 506) who used OTAs in Ho Chi Minh City from June 2024 to September 2024. Method of data analysis to test the suitability of the research model and hypotheses is Cronbach’s Alpha coefficient analysis, exploratory factor analysis (EFA) and regression analysis. The findings show that channel integration has a strong positive impact on enhancing customer experience on OTAs. These findings enhance the literature on the customer experience and channel integration. They also offer insightful implications for OTAs in terms of creating and managing the customer experience