The Effect of Service Quality of Online Travel Agency (OTA) on Perceived Value and Customer Engagement

The purpose of this study is to investigate and analyze the relationship between the service quality of domestic and foreign online travel agencies (OTAs) on users' perceived value and customer engagement. The survey was conducted over 31 days, from July 1 to July 31, 2024, and an empirical analysis was carried out using 216 valid samples. The data collected from this survey was statistically processed and analyzed using the SPSS 27.0 statistical package. First, as a result of the regression analysis on the effect of service quality on perceived value, the factors of ease of use, reliability, information, and responsiveness were found to have a positive (+) effect on perceived value, and <Hypothesis 1> was supported. Second, <Hypothesis 2> was supported, as perceived value was found to have a positive (+) effect on customer engagement. Third, as a result of the regression analysis on the effect of service quality on customer engagement, the factors of ease of use, reliability, information, and responsiveness were found to have a positive (+) effect on customer engagement. Unlike previous studies on OTAs, this study is meaningful in that it obtained significant results by identifying influence relationships using a variable called customer engagement, and it provides practical implications.