Enhancing Consumer Satisfaction through Effective Online

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.