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SUMMARY The purpose of this study is to: (1) identify the underlying dimensions of Web service quality between online travel agencies and online travel suppliers; and (2) compare the magnitude of Web service quality dimensions between online travel agencies and online travel suppliers in explaining the overall level of customer satisfaction. The study found that online travel agencies and online travel suppliers share similar commonalities with regard to information content, reputation and security, structure and ease of use, and usefulness commonly derived dimensions of Web service quality. Information content was found to be the most important dimension of online travel agencies in explaining the overall level of customer satisfaction while structure and ease of use was thought of as the most important dimension of online travel suppliers.
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Kim et al. (2004) studied this question.
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