In general, the needs of online customer are various, online hotel reservation can be a great chance if the website can discovery a way to meet the needs of customer accurately. Hence, it is essential to understand each other’s differences and similarities in website service quality as recognized by customer (Kim and Lee 2004).
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)