E-commerce has become a familiar and indispensable part in a developing society, contributing substantially to changes in the customer behaviors and demand. In order to meet customer needs, tourism companies in general and enterprises of the hospitality industry in particular must establish their own websites at the service of their business and competition. In this paper, through aggregation of existing theories in the world and quantitative research, the authors conduct an empirical research for the case of four- and five-starred hotels in H?i An City and identify seven factors that affect the satisfaction of online customers (or e-satisfaction): (1) website design, (2) website information, (3) website security, (4) trust, (5) transaction convenience, (6) customer services, and (7) hotel services information. Those results allow authors to offer some suggestions for hospitality enterprises to enhance their customer satisfaction.
Website Quality; Online Customers; E-Satisfaction.