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, cilt.21, sa.1, ss.50-77, 2020 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 21 Sayı: 1
  • Basım Tarihi: 2020
  • Doi Numarası: 10.1080/1528008x.2019.1619497
  • Dergi Adı: Journal of Quality Assurance in Hospitality and Tourism
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Food Science & Technology Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Veterinary Science Database, DIALNET
  • Sayfa Sayıları: ss.50-77
  • Anahtar Kelimeler: customer trust, hedonic value, Online travel agency, website quality
  • Akdeniz Üniversitesi Adresli: Evet

Özet

© 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.