Page 73 - MARSIUM'21 COMP OF PAPER

ONLINE BOOKING IMPLEMENTATION FOR NASESZ ENTERPRISE

Subhass A/L Sandran Segaran, Dr. Grace Thoo Ai Chin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: subhass@graduate.utm.my

Abstract

Booking services have gained popularity among various industries in the recent years due to rising

importance in offering services to consumers in a convenient way. Now, website is playing a crucial role
in developing customer’s perception toward a business which consequently affects decision-making

process when it comes to online transactions such as booking. Nasesz Enterprise is a company providing
home maintenance services with challenges such as declining rate of customer acquisition. Hence, this

study aims to investigate website quality and e-trust on online booking system. Further, the study

proposes online booking as marketing strategy for the business to overcome their problem using the
service innovation. Firstly, the study investigated the relationships between home maintenance service

provider’s website quality attributes (usability, ease of use, entertainment, complementarity), e-trust and
booking intention. A questionnaire survey was used for data collection, and 150 samples were collected

from property owners, tenders, and tenants using purposive sampling technique. Findings show that
usability and complementarity of website have positive and significant impacts on e-trust and online

booking intentions. In addition, e-trust is positively and significantly related to online booking intentions.

Secondly, using the findings from the survey, an intervention was conducted to implement online booking
by creating a website using the key website qualities. Finally, the online booking strategy successfully

increased the customer acquisition of Nasesz Enterprise. In essence, this study is the first research to

extend online booking studies in home maintenance industry and revealed the key website qualities that
influence e-trust and online booking intention of customers in home maintenances services.

Keywords: Booking Intention, Website Quality, E-Trust, Online Booking, Home Maintenance Services

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