An e-loyalty model proposal for online travel reservation websites

Year 2018, Volume: 4 Issue: 2, 98 - 110, 01.07.2018

Ahmet Aytekin , Duygu Tunalı

https://doi.org/10.24288/jttr.420439

Cited By: 1

Abstract

Online travel reservation websites need e-loyal
customers to be able to drive their profitability and existence. In this
context, the aim of this study is to propose an e-loyalty model for travel
reservation websites in the business to consumer (B2C) concept. The study
brought together important concepts thought to be related to e-loyalty, such as
system quality, trust, satisfaction, alternative attractiveness, word of mouth,
and repurchase intention. As a result, it was determined that system quality,
trust, satisfaction and word of mouth have a positive effect on e-loyalty,
unlike alternative attractiveness which has a negative effect. It was also
determined that e-loyalty has a positive effect on repurchase intention.

Keywords

Online travel reservation websites, E-commerce, E-loyalty, Structural equation modelling

References

• Akbulut, Y. (2014). Exploration of the antecedents of digital piracy through a structural equation model. Computers & Education, 78, 294-305. doi:10.1016/j.compedu.2014.06.016
• Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research. doi:10.1177/109467059800100102
• Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-Loyalty: A con-tingency framework. Psychology and Marketing, 20(2), 123–138. doi:10.1002/mar.10063
• Balabanis, G., Reynolds, N., & Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), 214–224. doi:10.1016/j.jbusres.2005.06.001
• Chen, J. V., Yen, D. C., Pornpriphet, W., & Widjaja, A. E. (2015). E-commerce web site loyalty: A cross cultural comparison. Information Systems Frontiers, 17(6), 1283–1299. doi:10.1007/s10796-014-9499-0
• Curtis, T., Abratt, R., Dion, P., & Rhoades, D. (2011). Customer satisfaction, loyalty and repurchase: Some evidence from apparel consumers. Review of Business, 32(1), 47–58.
• Curtis, T., Abratt, R., Rhoades, D., & Dion, P. (2011). Customer loyalty, repur-chase and satisfaction: A meta-analyctical review. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 24, 1–26.
• DeLone, W., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3(1), 60–95. doi:/10.1287/isre.3.1.60
• DeLone, W., & McLean, E. (2004). Measuring e-commerce success: Applying the DeLone & McLean Information Systems Success Model. International Journal of Electronic Commerce, 9(1), 31–47. doi:10.1080/10864415.2004.11044317
• Ecommerce Foundation. (2016). Global B2C e-commerce report. https://www.ecommercewiki.org/wikis/www.ecommercewiki.org/images/5/56/Global_B2C_Ecommerce_Report_2016.pdf
• Eggert, A., & Ulaga, W. (2002). Customer perceived value: a substitute for satis-faction in business markets? Journal of Business & Industrial Marketing, 17(2/3), 107–118. doi:10.1108/08858620210419754
• Finney, S. J., & DiStefano, C. (2006). Non-normal and categorical data in struc-tural equation modeling. Structural equation modeling: A second course, 269-314
• Floh, A., & Treiblmaier, H. (2006). What keeps the e-banking customer loyal? A multigroup analysis of the moderating role of consumer characteristics on e-loyalty in the financial service industry. SSRN Electronic Journal. doi:10.2139/ssrn.2585491
• García, J. L., Maldonado, A. A., Alvarado, A., & Rivera, D. G. (2014). Human critical success factors for kaizen and its impacts in industrial performance. Interna-tional Journal of Advanced Manufacturing Technology, 70(9–12), 2187–2198. doi:10.1007/s00170-013-5445-4
• Gommans, M., Krishnan, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social Research, 3(1), 43–58. doi:10.1177/014920639702300305
• Griffin, J., & Herres, R. T. (2002). Customer loyalty: How to earn it, how to keep it. San Francisco, CA: Jossey-Bass.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate da-ta analysis (7th ed.). Edinburgh Gate, Harlow: Pearson Education Limited.
• Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003) "Customer repurchase intention: A general structural equation model", European Journal of Marketing, Vol. 37 Issue: 11/12, pp.1762-1800, https://doi.org/10.1108/03090560310495456
• Huang, L. (2008). Exploring the determinants of e-loyalty among travel agencies. The Service Industries Journal, 28(2), 239–254. doi:10.1080/02642060701842316
• Joreskog, K. G., Olsson, U. H., & Wallentin, F. Y. (2016). Multivariate analysis with LISREL. Springer.
• Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247. doi:10.1016/j.jretconser.2008.11.019
• Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Publications.
• Ko, Y. J., Hur, Y., & Valacich, J. (2011). A structural model of the relationships between sport website quality, e-satisfaction, and e-loyalty. Journal of Sport Manage-ment, 25(5), 458–473.
• Kuan, H.H., Bock, G.-W., & Vathanophas, V. (2005). Comparing the effects of usability on customer conversion and retention at e-commerce websites. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 0(C), 1–9. doi:10.1109/HICSS.2005.155
• Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. doi:10.1016/j.tourman.2007.05.011
• Maxham, J. G., & Netemeyer, R. G. (2002). Modelling customer perceptions of complaints handling over time: the effect of perceived justice on satisfaction and in-tent. Journal of Retailing, 78, 239–252. doi:10.1016/S0022-4359(02)00100-8
• Muthén, L. K., & Muthén, B. O. (2002). How to use a monte carlo study to de-cide on sample size and determine power. Structural Equation Modeling: A Multidisci-plinary Journal, 9(4), 599-620, doi:10.1207/S15328007SEM0904_8
• Nusair, K., & Hua, N. (2010). Comparative assessment of structural equation modeling and multiple regression research methodologies: E-commerce context. Tour-ism Management, 31(3), 314–324. doi:10.1016/j.tourman.2009.03.010
• Oliver, R. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. doi:10.2307/1252099
• Ping, R. A. (1993). The effects of satisfaction and structural constraints on retail-er exiting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320-352.
• Reichheld, F. F., & Schefter, P. (2000). E-Loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113. doi:10.1007/PL00012187
• Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the Internet. Managing Service Quality: An International Journal, 14(6), 446–456. doi:10.1108/09604520410569784
• Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16(2), 172–186. doi:10.1016/0022-1031(80)90007-4
• Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23–74. doi:10.1002/0470010940
• Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50. doi:10.1016/S0022-4359(01)00065-3
• Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş: Temel ilkeler ve LIS-REL uygulamaları. Ankara: Ekinoks.
• Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66(9), 1436–1447. doi:10.1016/j.jbusres.2012.05.011
• Valvi, A. C., & Fragkos, K. C. (2012). Critical review of the e-loyalty literature: A purchase-centred framework. Electronic Commerce Research. doi:10.1007/s10660-012-9097-5
• Werthner, H., & Ricci, F. (2007). E-commerce and Tourism. Communications of the ACM, 47(12), 101–105.
• Wu, L. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25(5), 310–322. doi:10.1108/08876041111149676
• Xiaojuan Ou, C., & Ling Sia, C. (2003). Customer loyalty strategy in the Internet era. 7th Pacific Asia Conference on Information Systems, (July), 1734–1744.
• Yılmaz, V., Çatalbaş, G. K., & Çelik, E. (2008). Yapısal eşitlik modellemesi ile algilanan değer, memnuniyet ve sadakat arasindaki ilişkinin araştirilmasi: Kredi kartı kullanımı üzerine bir uygulama. Bankacilar Dergisi, (64), 27–38.