Effect of e-Service Quality on Customer Engagement Behaviors: Insight from the hotels in Malaysia

Abstract

The reopening process has begun Covid-19, especially in the hotel operation. Therefore, the hotel industry must understand the need to influence customers' choices through advanced of information technology (IT). This study is intended to explore the effect of t e-service quality on customer engagement behaviors in Malaysian hotels. This study was analyzed via PLS-SEM with 247 respondents. The findings indicate that system availability significantly influences customer engagement behaviors, followed by efficiency, system availability, privacy/security, and fulfillment. Based on what this study found, Malaysian hotel service providers will be able to improve the quality of their e-services to get customers more involved.