Abstract:
1. Introduction
This research studies the impact of online innovation repurchase intention
by analyzing the way digital platform experiences are crafted in the above
three-star hotels in Sri Lanka. Specifically, it investigates how these online
innovations influence customers' likelihood of making repeat bookings,
with customer experience as a mediating factor. The objective of this
research is to understand how online innovation shapes customer
experiences and, in turn, affects their intention to repurchase in the hotel
industry.
2. Research Methodology
The study employed a quantitative survey strategy. Data was collected
from individuals who had booked hotels online and stayed in above three-
star hotels in Sri Lanka over the past five years. A structured questionnaire
was administered to 70 respondents to ensure the results were reliable
while keeping the study manageable, and the data was analyzed using
Structural Equation Modeling (SEM) and smart PLS software to explore the
impact of online innovation, customer experience, and repurchase
intention.
3. Findings and Discussion
Preliminary results indicate a significant positive impact between online
innovation and repurchase intention, fully mediated by customer
experience. Findings align with global studies but emphasize the
importance of seamless digital platforms in the Sri Lankan context.
4. Conclusion and Implications
The study highlights the critical role of customer experience in mediating
the effect of online innovations on repurchase intentions. These findings
offer practical insights for hotel managers and marketers in Sri Lanka,
emphasizing the need to invest in digital innovations to enhance customer
experience. These insights will help craft more targeted digital campaigns,
drive repeat bookings and foster stronger customer relationships
