Mobile Hotel Reservation Application Users Attitudes: M-Service Quality, Technology Acceptance, and Personalization-Privacy-Risk Theory

Abstract

The study examines attitudes towards mobile hotel reservation apps in the United States (U.S.) and the Republic of Türkiye (T.R.) through the lenses of the technology acceptance model, mobile service quality, and personalization-privacy-risk taking. Initially, a pilot study was conducted with 59 participants. Subsequently, the final survey was distributed to a total of 1,612 participants, comprising 809 U.S. citizens and 803 T.R. citizens. The sample selection criteria included individuals who had previously used mobile hotel reservation apps as well as those who currently utilize them. Analyses for both countries revealed significant differences across six hypotheses. For T.R. participants, the hypotheses concerning the relationship between perceived usefulness and satisfaction, along with the relationship between privacy and satisfaction, were supported, whereas they were not supported for U.S. participants. Conversely, hypotheses regarding the relationship between interface quality and trust, interface quality and satisfaction, information quality and trust, and personalization and satisfaction were not supported for T.R. participants but were supported for U.S. participants. This study offers a novel approach by integrating the technology acceptance model, mobile service quality, and personalization-privacy-risk taking perspectives to explore attitudes towards mobile hotel reservation apps in both the U.S. and T.R.

Keywords: Mobile Hotel Reservation Applications, Mobile Service Quality, Trust, Satisfaction, Loyalty, Word-of-Mouth

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