The moderating effect of perceived value on the relationship between e-service quality and tourist satisfaction

Abstract

In the evolving digital tourism landscape, e-service quality plays a pivotal role in shaping tourist satisfaction. This study investigates the influence of both core and recovery dimensions of e-service quality on tourist satisfaction and examines the moderating role of perceived value in these relationships. Using a quantitative approach, data were collected from 101 respondents through structured questionnaires and analysed using descriptive, correlational, and moderation techniques via SPSS and Hayes Process Macro. Findings reveal that core service quality significantly enhances tourist satisfaction, and perceived value positively moderates this relationship. However, the effect of recovery service quality on satisfaction was weaker, and perceived value did not significantly moderate this link. These insights offer theoretical contributions to e-service quality and moderation theory and provide practical recommendations for digital tourism providers to enhance user satisfaction through improved service delivery. Future research should explore longitudinal effects and cross-cultural contexts.