Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
Drawing from the social exchange theory, the study extends the merits model of ICTR and examine the correlation of communication, transaction, and relational on relationship quality and e-loyalty towards the online travel agency (OTA). The data for the present study were collected from 190 tourist...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
|
| Online Access: | http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf http://journalarticle.ukm.my/15650/ http://ejournal.ukm.my/pengurusan/issue/view/1283 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Drawing from the social exchange theory, the study extends the merits model of ICTR and examine the correlation
of communication, transaction, and relational on relationship quality and e-loyalty towards the online travel
agency (OTA). The data for the present study were collected from 190 tourists in Sabah, Malaysia. For our data
purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis
of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all
dimensions of communication, transaction and relational have strong correlations as reliable antecedents for
both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship
quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers
credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations
and recommendations for future research are also discussed and noted. |
|---|