Evaluating Chinese Generation Y'S Expectation of E-Service Quality from on-line Tourism Products

This paper aims to examine and identify Chinese generation Y‟s perception towards e-service quality from online tourism products and provide recommendations for enhancing the e-service quality at managerial level. The study adopts the e-service quality framework and data collected through in-depth interviews with 30 interviewees from China. The target group generation Y provided their expectation of e-service quality in on-line tourism products via different website. Their expectation of e-service quality from online tourism products is identified. With the results as basis, recommendations are generated to provide insights for industry practitioners. Besides, the traditional expectation of e-service quality, the research had identified a significant result to the marketers. The results are valuable in assisting online tourism managers and marketers to better understand Chinese generation Y‟s expectation and formulate strategies for effective management of customer complaints.

Keywords: e-service quality, Chinese generation Y, online tourism product, expectation.