Title: Your Paper's Title Starts Here:
Author: Hans Neber-Aeschbacher
Last saved by: 月仙 李
Company: Trans Tech Publications Ltd

The study of online hotels booking system quality on customer relationship management and customer satisfaction

Abstract
The purpose of this study investigates the impact of the web hotel booking system upon the customer relationship management and customer satisfaction. The research results present that, overall, online hotel booking system shows a chance instead of a threat to traditional reservation. The online hotel booking system provides the best service to customers. Customers recognize that hotels provide online hotel booking system are highly satisfied. The web hotel booking system makes the transaction convenient and fast. The hospitality industry can collect customer information and analyze of this information for promoting services in step with customers’ needs by using online hotel booking system. 
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【Keywords】 Online Hotel Booking System, Customer Relationship Management, Customer Satisfaction.

I.	Introduction

The hospitality industry conducted over the web hotel booking system in the recent years. The web hotel booking system with its highly competitive characteristics, and rapidly growing for hospitality management. The success in online hotel booking system design tailored services to achieve customers’ preference, desire and expectations. The hospitality industry used online hotel booking system to customize services and products to fit customers’ demands is a key to fulfill customer satisfactions (Scharl, 2003). Therefore, the rapidly changed marketed situations needed for the hospitality industry to better concerning online hotel booking system and the understanding of consumers’ demands (Spinks, 2017). 
The online hotel booking system has become significant transitions during the last years: online hotel booking system design as key factors in the hospitality industry; as a lever of enduring competitive advantage. Early studies suggested that investment in internet platform would generate different rewards in competitive advantage, such as O’Connor (2008) states that customer recognize online hotels reservation system provides transaction accuracy, security, and speed is the critical factors for success in the hospitality industry. However, online hotel booking system includes some challenges (Baker, 2013). First, the challenge is expounded to the problem in increasing the face-to-face customer services and guarantees the service quality for individual customers. Second, the challenge is related to the trouble how to understand customers’ needs and feelings. The third challenges are related to the problem how to conduce them believe they are honorable and respectable customers for promoting service (Logsdon, 2010). 
The purpose of this study investigated the customer relationship management (CRM) for customer satisfaction through online hotel reservation. Understanding CRM is the process of analyzing and collecting customer interactions to enhance the customers’ values to the hospitality management. The hospitality management exploits such information on customer interaction by designing an online reservation system uniquely targeted to consumer need. The hospitality industry can receive a complete view of customer behaviors by collecting various data such as users’ ages, occupation, past reservations, the frequency of login personal account, and number of days between the booking date and sign up date. The hospitality industry validly uses customers’ data to enrich customer service, this process improves customer satisfaction. The information regarding consumer satisfaction affords a competitive advantage. 
II.	Literature Review
Online hotel booking system
The online hotel booking system may be a mainstream communication medium between suppliers and consumers. The electrical transactions would continue growth into the next century. There are three reasons that fueling the online hotel booking system growth. First, an enormous number of individuals login to the net hotel booking system, who had never heard of it five years earlier. Second, internet became hospitable to the general public worldwide; the hospitality industry adopts website to coach existing customers, and attract new customers, moreover, the hotel can penetrate deeper into niche market transcending geographical barriers (Kim & Kim,2010). For instance, cross country reservation. Also, the expansion of smart phone be moves to draw in more customers to adopt an internet hotel booking system, nowadays people frequently uses their phone to login an online hotel booking system (Coetzee, 2005).
CRM

Customer Relationship Management
In the study Customer Relationship Management (CRM) is about understanding the exchange between customers and suppliers and managing it appropriately. That means suppliers interact with customers for understanding and influencing customer behavior to enhance the new customer acquisition, and the original customer retention. The challenge to any or all suppliers is to optimize communications between parties to make sure profitable long-term relationships (Geib & Brenner, 2005). CRM may be a key focus for serval corporations as a shift off from customer acquisition to customer retention as a business strategy fosters method that satisfies customers (Cheung, 2016). Chuang (2012) defined CRM because the aspects of customer bonding or maintaining in touch after the sale is created. 
Customer satisfaction
Customer satisfaction has become a psychological factor of satisfaction for the perceived value of the merchandise or service acquirement. Customer satisfaction was measured by the degree of difference between customers’ expectations, perceived service and actual results through the method of consumption (Akroush, & Mahadin, 2019). Customers consider their satisfaction supported the providers’ attitude and repair context for the intangible services (Simon, 2015; Ramanathan, 2013). When the expectation and the value reached a level of consistence, customers improve their perception of satisfaction. 
Customer satisfaction can be classified into affective attitude and cognitive attitude. During this research, customer satisfactions are explored with both affective attitude and cognitive attitude. Affective attitude is that customer satisfaction is that the customer’s psychological perception of the transaction of service or product (Aga & Safakli, 2007). It is a temporal and emotional reaction to the perceived service  Also, customer satisfaction is an affective attitude which represents the customer’ reflection of the service or goods provided by the suppliers. Moreover, customer satisfaction is that customers would cause to the cognitive perception of satisfaction through evaluating their transaction costs and thus the worth of perceived services. 
Customer satisfaction may be a reasonably cognitive reflection of the results of purchase behavior or product usage. However, customer satisfaction may reflect customer’s cognitive attitudes between expected service and actual service from the business transaction. Customer satisfaction is that customers would end in the cognitive perception of satisfaction through evaluating their transaction costs and the value of perceived services. Customer satisfaction may reflect the customer’s cognitive attitudes between expected service and actual service from the business transaction (Suchanek, 2018). It may be summarized as a sort of affective perception and cognitive attitude toward incorporate the acquisition anticipation and evaluation (Alkhurshan, 2020). If the perception of anticipation is over the physical result, customers would have the reaction of satisfaction from the transaction. On the contrary, customers would display the recognition of dissatisfaction if the perception of anticipation is less than the physical perceived service provided by the suppliers.

Relation of Online hotel booking system and customer relationship management
Functions of online hotel booking system platform effect on customer relationship management were discussed from various researchers’ viewpoints. Results from important functions that include effective factors are speed transaction, handling of payments, security protection, information search, evaluation of feedback. The foundations of the web hotel booking system showed that the hospitality industry uses them within the processes are defined as input (Rivera, 2013). Within the process, customers sent the information from various input channels by using these foundations for his or her evaluation for analyzing and processing by experts. On output, useful and valuable results and data are produced like room inventory, additional services, cost reductions, and online payment. During this process, hospitality industry applies various foundations for  communication with their customers to maximize output and benefit either sides.  
  One of the most important goals of an online hotel booking system should be maximized customer satisfaction. The customer satisfaction is one among the important ways work out a web hotel booking system success (Zhu & Zhang, 2010). A few the activities which promote customer satisfaction are strong online content, which attracts customers. Updating the appearance of the net hotel booking system and building the new content which incentive customer satisfaction (Nguyen, 2007). Proving short message communications via e-mail, such as periodic newsletter. Reminders to customers to bookmark the hotel website is another method, because bookmarks are seldom deleted, therefore increasing the probability that the customers revisit.
In the hospitality industry, customers dictate how hotels should be organized to raised serve their needs. CRM is considered as strengthening customer satisfaction by fostering a customer relationship (Sigala, 2005). Acquiring and understanding knowledge about customers is vital within the CRM practice to enhance customer satisfaction (Minami,2008). The hotels acquire customer information while the purchasers log in to the web hotel booking system, but the dearth of information and data analysis capabilities cause to the current resource useless (Marit & Velvin, 2016). Without developing customer relationship capabilities, it is difficult for the hospitality industry to survive within the competitive environment (Wehmeyer, 2005). It is very important for business practice within the hospitality industry to be adapted to the competitive environment. To retain customer satisfaction, it is necessary to implement the CRM within the hospitality industry (Beck, 2005). 
The hospitality industry could adopt a web hotel booking system to implement business strategies and activities via customer relationship management that promote customer satisfaction: hospitality management should monitor their performance by measuring their service and support activities. The hotels should adopt customer relationship management to safeguard customers who may log in to the net hotel booking system with no security concerns. They must also build relationships with their customers by taking advantage of information mining, online survey, and e-mail. This process begins with secure and accurate data collections, which give customers with forms that allow personal likes and dislikes to be identified, selected demographic information to be shared and captured, and also the traits that customers are seeking to be prioritized (Migiro, 2005; Bergel, 2019). The customer preferences must be treated as an honest data, keep with these for proving better service.  
In the present concurrent with the advancement in online hotel booking system and CRM, growth drives the hospitality industry toward attracting, and keeping customer satisfaction (Johnson & Garbarino, 2008). The hotels’ ability and willingness to adopt the net hotel booking system are important to the last word success or failure of the CRM initiative. Supported what is derivable from the assessment of adopting the web hotel booking system effects on the hospitality industry, the requirement of setting appropriate policies in each section of the business is concluded (Lin, 2007). The net hotel booking system can cover the communicative and informational needs of the hospitality industry by combining marketing and repair (Torres-Moraga et al.,2018). 
III.	Hypotheses
According to the previous research about the interrelationship among online hotel booking system, customer relationship management, and customer satisfaction, this study proposed the subsequent four hypotheses:
H_1: Online hotel booking system directly effect CRM
H_2: Customer relationship management directly affect customer satisfaction
H_3: Online hotel booking system directly affect customer satisfaction
H_4: Online hotel booking system indirectly effect customer satisfaction through customer relationship management
IV.	Methodology
In this study, the Sobel test equation was applied to test whether the indirect effect of online hotel booking system (independent variable) on customer satisfaction (dependent variable) through customer relationship management (mediator variable) is important.

CRM

Online Booking System

Customer satisfaction

a

b

c

Figure 1 The mediation model
	To measure whether or not the customer relationship management as a mediator is happening, the four criteria should be confirmed: (1) online hotel booking system significantly effect on customer relationship management,(2) CRM significantly effect on customer satisfaction, (3) Online hotel booking system significantly effect on customer satisfaction, and (4) the effect of online hotel booking system on the customer satisfaction is above than the addition of the mediator to the model. Then, a, b, S_a, and S_b were inserted into the Sobel test equation to get the critical ratio and analyze whether the indirect effect of the online hotel booking system on the customer satisfaction via customer relationship management is significant.  In Figure 1, a, b, c present path coefficients. 
 
S_a: standard error of a
S_b: standard error of b
a: regression coefficient of online hotel booking system effect customer relationship management
b: regression coefficient of customer relationship management effect customer satisfaction
V.	Results
(I)	Research sample
In this study, we conducted a survey to evaluate customer’s feelings about the online hotel booking system, customer relationship management, and customer satisfaction. The sample was selected from guests who booked rooms through Five-star hotels in Taiwan. Questionnaires were issued to the guests during check-in procedures. The survey included questions about the customer’s online booking from completion experiences over the past year. A total of 300 customers who made a reservation from an online hotel booking system were selected for the survey. In total, 230 valid samples were completed in Taiwan, representing a 76.67 percent response rate is applied during this study. 

(II)	Measurement model refinement
Preliminary scales refinement was applied with confirmatory factor analysis (CFA) via Analysis of Moment Structures (AMOS) to make sure reliability, convergent, and discriminant validity. During this survey, the online hotel booking system construct was measured by classifying into 3 variables, which were transaction accuracy, security, and speed; each variable was averaged by the 3 items. The customer relationship management construct was measured by classifying to 2 variables, which were customer acquisition to customer retention, each variable was averaged by the 3 items. The customer satisfaction construct was evaluated by 2 variables which were affective attitude and cognitive attitude; each variable was averaged by 3 items. The results of the CFA on the online hotel booking system, customer relationship management, and customer satisfaction were constructed by 9 items, 6 items, 6 items respectively. The measurement model exhibited at insignificant levels (p> 0.05). Also, the goodness-of-fit (GOF) indices were accepted by the CMIN / DF (< 2); RMR (＜0. 05), RMSEA (＜0. 08), GFI (＞0. 9) (See table 2). 
Table 2: Goodness of fit analysis- Confirmatory factor analysis (CFA)
Constructs | P-value | CMIN/DF | RMR | RMSEA | GFI
Online hotel booking system | 0.453 | 1.568 | 0.021 | 0.022 | 0.999
Customer relationship management | 0.592 | 1.423 | 0.045 | 0.033 | 0.975
Customer satisfaction | 0.493 | 1.224 | 0.065 | 0.023 | 0.966

Furthermore, the results of the three major constructs indicated reliable indictors of Composite Reliability (CR) above 0.7, and Average Variance Extract (AVE) above, which satisfied the accepted requirement (see Table 3) (Hair et al., 2010). Overall, these analyses support the reliability and validity of the constructs.
Table 3: Measurement model

Constructs

Composite 
Reliability (CR)

Average Variance 
Extract (AVE)

Online hotel booking system
(9 items)

0.899

0.645

Customer relationship management
(6 items)

0.887

0.711

Customer satisfaction
(6 items)

0.865

0.786

Note: Recommended threshold are Composite Reliability>0.7; AVE>0.5 

Items reliability can talk over with the square multiple correlations ( ). Each variable above 0.5 within the model provides evidence of acceptance reliability (Hair et al., 2010).  Theof the 7 observed variables ranged from 0.653 to 0.819 shows that each one items above the 0.5 thresholds. The is 0.654 for customer relationship management, and 0.511 for customer satisfaction (see table 4). Within the conceptual model, the number is applied to live the 2 endogenous variables. The results of the value indicate that the paths of the 2 endogenous variables are reliable.

Table 4: The  for the Research Conceptual Model

Construct
(Latent variable)

Item
(Observed variable)

(Item Reliability)

(Structure Equations)

Online hotel booking system | transaction accuracy | 0.722 |
| transaction security | 0.676 |
| transaction speed | 0.653 |
Customer satisfactions | customer acquisition | 0.669 | 0.654
| customer retention | 0.819 |
Customer satisfaction | affective attitude | 0.688 | 0.511
| cognitive attitude | 0.663 |

(III)	Overall structural model evaluation
In general, the conceptual model during this study relied on theoretical bases, the adequacy of indices of the confirmatory factor analysis, and therefore the satisfied goodness-of-fit indices. Thus, the paths were tested within the conceptual model. Table 5 presents the results of the paths within the model, including the standardized coefficient, standard error, and p-value. As shown in Table 5, the four hypotheses are found to support the previous research and be significant. First, an online hotel booking system is significantly and positively associated with customer satisfaction (β=0.418, p<0.001). Second, the findings support the positive influence of the online hotel booking system on customer relationship management (β=0.814, p<0.001). In step with previous research, the connection between the online hotel booking system and customer relationship management should be positive. Third, customer relationship management encompasses a positive influence on customer satisfaction (β=0. 651, p<0.001). In line with the results of these direct paths, the H1, H2, and H3 are supported. The Sobel test equation for mediation tests was accustomed to conduct the p-value of an indirect path (β=0. 433, p<0.001), which supports the H4 furthermore, indicating that the online hotel booking system incorporates a significant positive and indirect effect on customer satisfaction through customer relationship management.
Table 5: The Results of Hypotheses

H

Paths

Coefficient

Standard
 Error

P-value

H1 | Online hotel booking system→customer relationship management | 0.418 | 0.072 | 0.000*
H2 | Customer relationship management→customer satisfaction | 0.814 | 0.087 | 0.000*
H3 | Online hotel booking system management→customer satisfaction | 0.651 | 0.089 | 0.000*
H4 | Online hotel booking system→customer relationship management→customer satisfaction | 0.433 | 0.091 | 0.000*

VI.	Conclusion
The online hotel booking system ends up in the advance relationship of the suppliers with their customers in various ways. For instance, the hotels may be communicating with their customers by providing a price reduction within the online hotel booking system. Moreover, the hotels can collect and analyze data about customer behaviors, delivery of services to long-distance customers. The online hotel booking system and CRM utilization, improve customer service. The CRM business strategy maximizes customer satisfaction by using the online hotel booking system. In the competitive electric business market, the implementation of CRM may represent the difference between success and failure for an online booking system. However, the implementation of CRM via the web hotel booking system requires a large investment in information technology, but it is expected that lead to increase customer satisfaction. The hospitality industry can collect customer information and analysis of this information for promoting services in line with customers’ needs by using a web hotel booking system (Law, 2006).
Online hotel booking system related to customer relationship management and customer satisfaction. The understanding and use of online hotel booking systems are important in enhancing customer satisfaction for the reasons. First, speed communicates and shares hotel descriptions and pictures. Second, using an online hotel booking system as a foundation for the handling active booking, for example, inputting a booking request, changing the status of bookings. Third, the handling documents such as invoicing, or issuing customer contracts. The online hotel booking system with its processes affords a practical business model for generating value, which displays behind the actual processes. Thus, providing a quality online hotel booking system is essential for maintaining customer relationship and ensuring customer satisfaction.
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