ASSESSING THE RELATIONSHIP BETWEEN SERVICE QUALITY AND TOURIST SATISFACTION IN ONLINE BOOKING PLATFORMS: A CASE STUDY OF EASYBOOKING

Abstract

This study examines the relationship between service quality, customer satisfaction, and behavioral intentions in online tourism booking services, using Easybooking, a tourism service provider operating in Uzbekistan, as a case study. The research aims to identify the key factors influencing customers’ perceptions, preferences, and willingness to reuse and recommend the company’s services. A quantitative research approach was employed, with primary data collected through a structured questionnaire involving 70 respondents, including tourists and local residents. The findings reveal that personal recommendations are the leading source of customer awareness (61%), followed by social media (31%). Affordable prices and a diversified range of tourism products emerged as the most valued service attributes, each accounting for 32% of responses. The findings provide practical recommendations for improving service quality, strengthening customer relationships, and enhancing the competitiveness of online tourism service providers.