E-Satisfaction Towards Cashless Transactions: Re-Tests Model for e-Tourism

Abstract

The effects of dependent variables in cashless transactions occurring in e-tourism on consumer behaviour have always been an area of scholarly interest across the world, but very limited models are available in this area which makes it more interesting to check the suitability of the existing models in different contexts. The aim of the study is to test the factors associated with e-Satisfaction towards cashless transactions with a pre-identified e-Satisfaction model proposed by Szymanski in 2000. The study attempts to establish a connection between the e-Satisfaction model and cashless transactions in e-tourism which effects the online purchasing of goods and services related to e-tourism. A number of factors that facilitate customers while doing cashless payments for their purchase over the internet are studied in this research through literature review and the relevant were categorized into four categories that were selected on the basis of past research conducted by David M. Szymanski & Richard T. Hise in 2000. This study is analytical and descriptive in nature and a sample size of 842 was used in it where all the data were primary in nature. The statistical tests like correlation and regression were used in relation to testing the hypotheses. The results of the study found that convenience, merchandizing, site design, and financial security are the important factors that play a crucial role in the consumer satisfaction or e-Satisfaction towards cashless transactions carried out in e-tourism. The study also provided confirmation of fitness of the e-Satisfaction model in a new context of cashless transactions in e-tourism.

Keywords: Business management, cashless transactions, e-satisfaction, e-tourism