Customer Loyalty Towards Travel Agency Websites: The Role of Trust and Hedonic Value

ALBAYRAK T. , Karasakal S., Kocabulut Ö., Dursun A.

Journal of Quality Assurance in Hospitality and Tourism, vol.21, no.1, pp.50-77, 2020 (Journal Indexed in ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 21 Issue: 1
  • Publication Date: 2020
  • Doi Number: 10.1080/1528008x.2019.1619497
  • Title of Journal : Journal of Quality Assurance in Hospitality and Tourism
  • Page Numbers: pp.50-77
  • Keywords: customer trust, hedonic value, Online travel agency, website quality


© 2019, © 2019 Taylor & Francis Group, LLC.Website quality of online travel agencies and the impact of perceived website quality on customer behavior are still the research areas to be investigated by the academics. The present study explores the relationships among the website quality, hedonic value, customer trust, and loyalty using a comprehensive research model. The sample consists of 329 respondents who previously bought a service from an online travel agency. Four dimensions underlying website quality are identified namely as the: design, information, gratification, and rewarding. The result of the structural model shows that website quality affects both hedonic value and trust, which in turn influence loyalty.