EFFECTIVENESS OF AGODA ONLINE BOOKING ON USER SATISFACTION

Abstract

The results indicate that while Agoda meets user expectations, improvements are needed in areas impacting trust and customer satisfaction. Enhancing customer support and ensuring real-time data accuracy are essential to improve the overall booking experience. A quantitative descriptive research design was used, employing a survey questionnaire based on a Likert scale. The study involved 50 fourth-year Bachelor of Science in Hospitality Management students from Bestlink College of the Philippines, all of whom had prior experience using Agoda. The data were analyzed using frequency, percentage, and weighted mean. Survey findings indicated that most respondents rated Agoda highly for its user-friendliness, secure transactions, and variety of accommodation options. However, issues such as system reliability, lack of pricing transparency, and complications surrounding the cancellation and refund process were also identified. The findings indicate that while Agoda generally meets user expectations, there is a need for improvement in areas impacting trust and customer satisfaction. It is recommended to enhance customer support and ensure the accuracy of real-time data to improve the overall booking experience.