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This research aims to explore the effect of e-service quality on customer satisfaction and loyalty. Especially, the current paper focuses on customer perceptions and reactions to the tangible factors of e-service quality in the Business-to-Customer (B2C) area. This tangible eservice quality includes web design esthetics, ease of use, virtual tour, and visualization. In addition, intangible e-service quality involves information content, reliability, security, and customization. In order to investigate the interrelations among tangible and intangible eservice quality, customer satisfaction, and customer loyalty, the survey is conducted. Data from 468 tourists, who have purchased hotel packages during the last three months from hotel Web sites, is used for testing the hypothesized model. The result shows that the significant effect of tangible e- e-service quality on the intangible e-service quality and the significant effectiveness of e-service quality in improving customer satisfaction and loyalty.

The Tangibility and Intangibility of e-Service Quality