The factors affecting customer e-Satisfaction towards mobile accommodation booking applications – Case of Da Nang residents in Vietnam

Abstract

With the growth of mobile network and the ubiquity of smartphones, the utilisation of mobile tourism applications is projected to boom significantly in the near future. Accordingly, the mobile accommodation booking application (MABA) will become an essential part of tourism activities. This article has partly explained the e-Satisfaction and Use Behaviour of Da Nang residents towards mobile accommodation booking applications. UTAUT2 model has been applied to research into customers’ attitudes and behaviour towards MABAs at the first time, in case of Da Nang residents. Furthermore, this article has also examined the validity of UTAUT2 in explaining customer behaviour, as well as the role of each construct in UTAUT2, in case of Da Nang residents. Also, this article has examined effects of e-WOM on customer e-Satisfaction by combining 2 specialised variables MABAs. Result has confirmed Online Reviews crucially affect customer e-Satisfaction, in case of Da Nang residents. Finally, this article has contributed to knowledge about new product adoption and technology usage in the context of MABAs. Outcomes from article can partly strengthen UTAUT2 and shape the future approaches.