Given that the needs of online customers are diverse, if online travel agencies and online travel suppliers can find a way to meet the needs of customers exactly, the Web can be a great opportunity for both of them.
In general, the needs of online customer are diverse, online hotel reservation can be a great chance if the website can discovery a way to meet the needs of customer accurately.
Therefore, it is very important to understand each other's similarities and differences in Web service quality as perceived by customers. A better understanding would enable online travel agencies and travel suppliers to apply specialized service strategies to retain existing customers and attract potential customers at the same time (De Ruyter, Wetzels. & Kleijnen, 2001; Yang &Jun, 2002)