Abstract:
This study explores the influence of website quality on customer satisfaction and
purchasing intention in the context of star-class hotels in Sri Lanka. As digital
platforms increasingly serve as primary interfaces between hotels and potential
guests, understanding how specific website attributes affect customer perceptions and
behavior is critical for strategic marketing. The research examines four key
dimensions of website quality: usability, functionality, security and privacy, and
perceived flow. A quantitative research design was employed, using a structured
questionnaire to collect data from 300 domestic and international tourists who had
recently engaged with the websites of star-class hotels in Sri Lanka. The data were
analyzed using multiple regression analysis to identify significant predictors of
customer satisfaction and purchasing intention. Results indicate that usability,
functionality, security and privacy, and perceived flow significantly affected
customer satisfaction. Perceived flow, usability, and security and privacy influenced
purchasing intention, while functionality did not. Customer satisfaction mediated the
website quality–purchasing intention link, showing the indirect role of all website
quality dimensions. This study suggests that well-designed and secure websites not
only improve user experience but also influence booking intentions. This study offers
practical implications for hotel managers and digital strategists seeking to enhance
competitive advantage through improved online customer engagement in the
hospitality sector.
