Factors affecting customer satisfaction when utilizing a vitural tour 360 - degrees at hotels in Can Tho city

Abstract

This study aims to evaluate the factors affecting customer satisfaction when using a 360- degree virtual reality tour at hotels in Can Tho City. Moreover, the team will also analyze how those factors affect customer satisfaction and suggest solutions to improve the virtual 360-degree tour to enhance customer satisfaction. The proposed theoretical framework has been tested by 250 samples of data obtained in an online survey. Respondents are customers who have used virtual tours 360- degrees when booking in Can Tho and have experienced the services at the hotel. The data were analyzed by using SPSS 25 and AMOS 24 software. Research results show that Social influence (SI) has a positive impact on Service environment (SE) and Perceived usefulness (PU). In addition to that Social influence (SI), Service environment (SE), and Perceived usefulness (PU) all have a positive impact on the satisfaction of customers when customers use virtual tours 360- degrees in the booking and staying in the hotels. The thesis team gives suggestions for hotels in Can Tho that have employed virtual tours 360-degree based on the study findings such as concentrate on improving the primary aspects, attract and keep clients, concentrate on segmenting customers and use media and social networks. In addition to advice for practice, the group offers proposals for future research, such as scaling up the survey; cultivating and improving research theories and data analysis methodologies; based on the current topic select the time and research topic appropriate to the times