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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 tourists...

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Bibliographic Details
Main Authors: Mohamad Rizal Abdul Hamid, Hanudin Amin, Suddin Lada
Format: Article
Language:English
English
Published: 2020
Subjects:
HB Economic theory. Demography
Online Access:https://eprints.ums.edu.my/id/eprint/26266/1/Relationship%20Quality%20and%20E-Loyalty%20towards%20Online%20Travel%20Agency%20%28OTA%29.pdf
https://eprints.ums.edu.my/id/eprint/26266/2/Relationship%20Quality%20and%20E-Loyalty%20towards%20Online%20Travel%20Agency%20%28OTA%291.pdf
https://eprints.ums.edu.my/id/eprint/26266/
https://doi.org/10.17576/pengurusan-2020-58-04
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Internet

https://eprints.ums.edu.my/id/eprint/26266/1/Relationship%20Quality%20and%20E-Loyalty%20towards%20Online%20Travel%20Agency%20%28OTA%29.pdf
https://eprints.ums.edu.my/id/eprint/26266/2/Relationship%20Quality%20and%20E-Loyalty%20towards%20Online%20Travel%20Agency%20%28OTA%291.pdf
https://eprints.ums.edu.my/id/eprint/26266/
https://doi.org/10.17576/pengurusan-2020-58-04

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