ISSUES REGARDING E-SERVICE QUALITY MANAGEMENT - CUSTOMIZATION ON ONLINE TOURISM DOMAIN - Polish Journal of Management Studies

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ISSUES REGARDING E-SERVICE QUALITY MANAGEMENT - CUSTOMIZATION ON ONLINE TOURISM DOMAIN

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ISSUES REGARDING E-SERVICE QUALITY MANAGEMENT - CUSTOMIZATION ON ONLINE TOURISM DOMAIN


Cotîrlea D  


Abstract

This article was written in order to provide an overview of the significance of e-Service quality management; this subject was approached because today's products and services are  radically shifted to digital form and delivered through the Internet. The author chose to make a customization on tourism domain because travel industry has been significantly revolutionized by Information communication technologies in the last decade.  Given the importance and boost of the Internet in services' and companies' internationalization, this article aimed at identifying the conceptual issues concerning service quality management -in services provided via the Internet- and at emphasizing the  importance of e-Service quality in costumer's life. In the first part of the paper work were mentioned general aspects regarding e-Services and quality management; the author also tried to determine the factors which have the biggest impact on this area;  the second part of the work paper contains issues regarding quality of  e-Services in tourism sector, while the third part of the article intends to draw your attention over some aspects regarding eTourism and the importance of quality management in services  provided via the Internet in tourism domain.

Keywords: e-Service, quality management, touristic services

Introduction

With its rapid growth, Internet has become the biggest and one of the best information source for the people; it can be also perceived as a global and critical medium in which business activities are generated due to e-commerce and e-supply chain  management. Because of the spread of electronic networks, business and consumer behaviour have been lately transformed. E-Services, which have rised to the border of two separated business domains of study (e-commerce and services) represent one feature  of this transformation [8].
Information communication technologies, used in the field of tourism, creates new opportunities for retailers but, at the same time, represents new challenges: on one hand, the Internet offers the potential to make information and booking facilities available  to large numbers of tourists at lower costs than usual; on the other hand, considering that e-Service quality determines competitiveness at its highest level, the companies dealing with services provided via the Internet must build resource capabilities  and customer satisfaction.
This paper emphasizes some aspects regarding online tourism domain because nowaday tourism represents a tool for sustainable development; it generates, how statistics have shown, 11% of Global gross Domestic Product (GDP), employs 200 million people  and transports nearly 700 million international travellers per year – a figure that is expected to double by 2020.
In this context,
the Internet has stimulated the emergence of a new type of tourism, with travel consumers being more independent, and preferring to search for information and tourism opportunities online by themselves (consum-actors).  The Internet is already the primary source of information on tourist destinations [18].


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Summary

The tourism area is one of those industries which can gain huge synergy effects from the use of the Internet. Regarding the "trends" of this industry, which are applicable to most of countries, there can be mentioned the increased number of tourists -which  is expeted to be growing-, their increased expectations and preference for performance and value and the continuously changes in their's demands.
Online touristic services form an industry which is going to be quite competitive, considering the new entrance of global players coming from abroad; even if automated technologies will be needed in order to develop and improve it, we must approve the  fact that tourists are getting knowledgeable due to information sharing and accessibility to a platform that enables direct booking, easy payment for end-user, business-to-business trading for product providers, travel agents and resellers.
Even if we speak about online services, quality becomes a "must" in order to gain the trust and loyalty of costumers. This is due to the fact that service quality has strong impacts on costumer satisfaction. In this context, improving e-Services quality  -in order to satisfy and keep costumers, to have a competitive advantage and to make a business successful- is becoming a challenging issue.

References

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[18].   www.unctadxi.org/templates/Startpage____1208.aspx
[19].   www.en.wikipedia.org/wiki/SERVQUAL
[20].   www.en.wikipedia.org/wiki/E-Services#E-Service_Quality


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Streszczenie


Ten artykuł został napisany w celu zapewnienia przeglądu znaczenia zarządzania jakością e-Service, temat ten został podjęty ponieważ, dzisiejsze produkty i usługi przeszły radykalną zmianę do postaci cyfrowej i dostarczane są za pośrednictwem Internetu. Autor zdecydował się wprowadzić dostosowanie w domenie turystyki, ponieważ branży ta została zrewolucjonizowana w technologiach informacyjnych i komunikacyjnych w ostatniej dekadzie. Biorąc pod uwagę znaczenie i zwiększenie umiędzynarodowienia Internetu w usługach i firmach, artykuł ten ma na celu identyfikację zagadnień koncepcyjnych dotyczących zarządzania jakością usług świadczonych za pośrednictwem internetu oraz podkreślanie znaczenia jakości e-usług w  życiu klienta. W pierwszej części artykułu zostały wymienione ogólne aspekty dotyczące e-usług oraz zarządzania jakością, autor próbował również zidentyfikować czynniki,  które miały największy wpływ na ten obszar, druga część referatu zawiera zagadnienia dotyczące jakości e -usług w sektorze turystycznym, a trzecia część ma na celu zwrócić uwagę na niektóre aspekty dotyczące e-turystyki i znaczenia zarządzania jakością usług świadczonych przez Internet w domenie turystyki.




 
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