The Effect Of Online Marketing On Customer Satisfaction In The Hotel Industry The Case Of Five Star Hotels In Addis Ababa

Online service quality has been found to be an important input to customer satisfaction of onlinernmarketing. This study follows a modified model of Swaid and Wigand that examines thernrelationships among the dimensions of e-service quality and customers’ satisfaction to assess thernonline services quality tools and its effects on customers’ satisfaction toward the Ethiopian fivernstars hotel websites. The research was conducted by administering 246 forms of questionnairesrnand 46 interviews.rnThe findings discovered a positive significant effect between the dimensions of online servicesrnquality tools and customers satisfaction exceptReliability (system safety) which is negativelyrncorrelated with satisfaction. Website information quality, quality customer service andrninteractivity (contact) have the most important dimensions contributing to the customerrnsatisfaction while trust and efficiency (system convenience) has the least dimensions contributingrnto customer satisfaction. The results of the study contribute to enhance the insights for thernmanagers of the hotels how improve the quality of their online service quality tools in theirrnwebsites

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