An empirical study on Service Quality of the Online Travel Agency customer’s perspective

This study aims to explore on the CALABARZON region in terms of Tangibility, Reliability,Responsiveness, Assurance and Empathy. The researcher used the quantitative research design among the376 customers of online travel agencies in CALABARZON region using a survey. The results revealed that half of the respondents are employees and half are customers of OTA wherein majority of the respondents are Gen Y, female and single. There is a great extent of service quality among the online travel agencies in CALABARZON region especially in terms of empathy. It was found out that female respondents have higher perceptions on service quality, unmarried respondents have significantly higher response on service quality and Baby Boomers have significantly lower response on service quality of OTA Services. It was recommended for the Online Travel Agency to support the agent to look out for customers’ needs in rendering services. It manifests empathy through sensitivity. The Online Travel Agency employee may exude empathy in its feature’s sensitivity, effort and approachability. OTA managers may concentrate on timely handling of clients’ fares, itinerary delivery, and the company’s prompt service to customers via the internet, as well as designing a robust technical online system.

Keywords – Assurance, empathy, reliability, responsiveness, tangibility and service quality