KSFs(Key Success Factors) for US Service and Hospitality Firms’ Internet Marketing

Although Internet marketing is considered as one of the key determinants of Internet business success, there are few studies available reporting on key success factors in evaluating service firms’ Internet marketing. The previous literature analyzed a service firm’s Internet marketing from uni-dimensional perspective which focused either on information system factors, or customer oriented factors. The primary purpose of this study is to examine the key success factors in evaluating service firm’s Internet marketing from a multi-dimensional perspective. For an empirical research, total of 108 questionnaires were used for data analysis. The second order confirmatory factor analysis was employed to examine that the eight factors were explained by four higher-order factors. As a result of structural equation modeling, tangibility management and network management are important determinants in evaluating a convention service firm’s Internet marketing. The findings also show that two determinants have significant and positive influence on online customers’ satisfaction. It also indicates that online customers’ satisfaction leads to behavioral intention of online customers.