THE IMPACT OF E-COMMERCE ON ORGANIZATIONAL PERFORMANCE OF THE INDIAN TRAVEL AGENCIES
E-commerce can create a sustainable competitive advantage for the travel agencies through enlarging their market base, increasing efficiency and thus profitability. Therefore, this study attempts to assess the impact of e-commerce applications usage on the performance of Indian travel agencies. The components of e-commerce applications were categorized into five categories, namely: electronic advertising, electronic payment system, electronic marketing, electronic customer support service, and electronic order and delivery. Performance measures were also identified from the literature. Analysis was done using appropriate tools and techniques. The results indicated a significant relationship between the two variables. The study also highlighted the barriers that are currently faced by the industry.
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