Enhancing Consumer Satisfaction through Effective Online Travel Agency Services: A Case Study of the Hospitality Sector in Chennai City

The growing digital transformation in the hospitality and tourism industry has made Online Travel Agencies (OTAs) a crucial intermediary
between service providers and consumers. OTAs such as MakeMyTrip, Goibibo, Booking.com, and Expedia play a vital role in providing
accessibility, convenience, and price comparison for travelers. However, sustaining consumer satisfaction remains a challenge, as it depends
on multiple factors such as service reliability, trust, website usability, and customer support. This study aims to analyze the effectiveness of OTA
services in enhancing consumer satisfaction within the hospitality sector of Chennai City. Primary data were collected from 200 respondents
through a structured questionnaire, focusing on service quality, pricing transparency, trust, and post-booking support. Descriptive statistics,
reliability analysis, correlation, and multiple regression were applied for analysis. The results reveal that service quality, pricing transparency,
and trust are significant predictors of consumer satisfaction. The findings emphasize that OTAs should invest in improving digital experience,
transparent policies, and grievance management systems to ensure sustained satisfaction and loyalty among customers.
Keywords: Online Travel Agencies (OTAs), Consumer Satisfaction, Service Quality, Trust, Pricing Transparency, Hospitality Sector, Chennai
Introduction
The rise of Online Travel Agencies (OTAs) has transformed the global travel and hospitality landscape, providing consumers with easy access
to information, competitive prices, and personalized services. In India, the OTA market has seen exponential growth driven by increased internet
penetration, digital payments, and post-pandemic demand for flexible travel solutions. Cities like Chennai, with a thriving hospitality and tourism
industry, have witnessed an upsurge in OTA usage among both business and leisure travelers.
However, while OTAs offer convenience, consumers often face issues such as inaccurate information, hidden costs, booking errors, delayed
refunds, and poor customer support. These challenges directly affect satisfaction and repeat booking intentions. In such a competitive digital
marketplace, consumer satisfaction becomes a key determinant of brand loyalty and profitability.
The present study explores how effective OTA service dimensions service quality, trust, pricing transparency, and customer support
influence consumer satisfaction in Chennai’s hospitality sector. Understanding these dynamics will help OTAs design consumer-centric
strategies for long-term success.
Statement of the Problem. Despite the advantages of OTAs, customer complaints and dissatisfaction remain common due to inconsistencies in
service quality, lack of refund clarity, and poor post-booking assistance. Many users express frustration over delayed responses and misleading
information, which undermines trust and satisfaction. Although research exists on online consumer behavior, limited studies specifically
examine how the effectiveness of OTA service delivery enhances consumer satisfaction in the hospitality industry of Chennai City.
Therefore, this study investigates key service dimensions service quality, trust, pricing transparency, and post-booking support to determine
their combined and individual effects on consumer satisfaction. The findings will help OTAs improve service standards and strengthen customer
relationships.