Currently, customers increasingly choose the websites to search and purchase flight tickets. This paper attempts to investigate the website quality in terms of e-CRM features that support online transactions for the purchase of flight tickets in Malaysia. The focus is on the features that support pre-purchase, purchase and post-purchase activities of online transaction. Using a survey questionnaire method, a total of 508 responses were collected among those who have experience using Malaysia airlines websites to purchase e-flight tickets. Based on descriptive analysis, the findings revealed that the respondents were generally satisfied with the airline e-ticketing services offered by the top five Malaysia airlines. Related to e-CRM features, it was found that most online buyers generally found the e-CRM features supporting the pre-purchase, purchase and post-purchase as useful. Specifically, they perceived the websites features supporting their purchase activity are most satisfactory, compared to those supporting pre-purchase and post-purchase. This study is among a few that provides empirical evidence on this issue which Malaysia-based airline companies may use to provide better online customer services in the future.
Keywords: e-CRM, Airlines Industry, e-Ticketing, Service Quality, e-Trust, E-Satisfaction, E-Loyalty
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