Impact of WEBQUAL Dimensions on Customers Attitudes toward E-Reservation Services Adoption (ERSA) in Jordanian Hotels
The aim of this study is to examines the main factors that affect Jordanian customers to adopt E-Reservation Services System in the hotel. To achieve this aim, this study used a survey data of 300 international tourists who how already booked the hotels services by the internet in six hotels with five star ranks in the Dead Sea area, using Statistical Package for the Social Sciences (SPSS) (version.18) and Structural Equation Model (SEM) (AMOS.8). Findings of this study indicate that there are ten direct significant relationships and one insignificant relationship. Firstly, direct significant of ERSA is attitude. Secondly, nine direct significant factors effect of attitude subsequently are information accuracy, trust, web appearance, interactivity, and reliability, and usefulness, eases of use, responsiveness and innovativeness. While integrated communications has no significant effect on customers’ attitude toward ERSA in Jordan. Future implications and recommendations are discussed.
Keywords: E-Reservation Services adoption, customers attitude, Jordan