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In order for e-commerce businesses to attract customers and consequently increase revenue, it is essential to understand the behaviour of online consumers. This involves understanding how consumers react to website elements, and what could influence the adoption of online channels. Given the applied nature of this area, a number of studies have been carried out by marketers and information systems experts in order to develop a better understanding of consumer behaviour and web elements impact on adoption of online services. However, there remains a lack of research examining customer behaviour for specific online products and services such as the ones provided by Airlines. Given the specific nature of travelers, and the amount of processes surrounding online booking engines and e-ticketing, it is imperative that this gap in research is addressed. This book introduces a research that aims to develop a comprehensive, multi-disciplinary (i.e. consumer behaviour, information systems, travel and tourism) model that is capable of examining the factors that influence travelers' online satisfaction and intention to purchase air tickets from airline's websites.
About the author
Dr. Bukhari has a Doctor of Philosophy degree in Marketing & E-commerce. He holds a BSc and Masters in computer engineering and led several innovative e-commerce projects for a leading worldwide airline. His academic studies with long industry experience allowed him to conduct and publish several researches in the field of e-commerce for Airlines.
