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Examining the Effects of E-Service Quality and Brand Image on E-Trust, E-Satisfaction, and E-Loyalty for Online Travel Agencies

Year 2023, Volume: 7 Issue: 2 - International Journal of Contemporary Tourism Research, 80 - 92, 29.12.2023

Şükran Karaca Züleyhan Baran

https://doi.org/10.30625/ijctr.1330909

Abstract

Nowadays, e-commerce is ubiquitous across various industries, encompassing the marketing of numerous products and services, including tourism services. Global travel agencies have embraced the provision of personalized customer service online. In this context, the aim of the study is to examine the effect of e-service quality and brand image for online travel agencies (OTA) on e-trust, e-satisfaction and e-loyalty. Data were collected through an online survey method from a sample of 1176 respondents. The collected data were analyzed employing confirmatory factor analysis and path analysis using the AMOS program. The findings of the conducted analyses unveiled that e-service quality exhibited a negative impact on e-trust, e-satisfaction, and e-loyalty for online travel agencies, whereas the brand image exerted a positive influence on e-trust, e-satisfaction, and e-loyalty. Consequently, it can be inferred that customer services delivered via electronic platforms should be prominently positioned in the travel market, with particular emphasis on brand image.

Keywords

Online Travel Agencies E-Service Quality Brand Image E-Satisfaction E-Loyalty E-Trust

References

  • Akın, M., & Toksarı, M. (2017). Sanal mağazacılıkta e-hizmet kalitesinin e-sadakate etkisi. İşletme ve İktisat Çalışmaları Dergisi, 5(1), 48-59.
  • Akiskali, T., & Kitapçı, O. (2021). E-hizmet uygulamalarında kalite algısı e-memnuniyet ve e-sadakat kavramlarının kültürel farklılıklara göre incelenmesi: İngiltere ve Türkiye örneği. Pazarlama İçgörüsü Üzerine Çalışmalar, 5(1), 1-23.
  • Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92-103. https://doi.org/10.5539/ijms.v9n2p92
  • Alnaim, A. F., Sobaih, A. E. E., & Elshaer, I. A. (2022). Measuring the Mediating Roles of E-Trust and E-Satisfaction in the Relationship between E-Service Quality and E-Loyalty: A Structural Modeling Approach. Mathematics, 10(13), 2328. https://doi.org/10.3390/math10132328
  • Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138. https://doi.org/10.1002/mar.10063
  • Asencio Cristóbal, L., González Ascencio, E., & Lozano Robles, M. (2017). El inventario como determinante en la rentabilidad de las distribuidoras farmacéuticas. RETOS. Revista de Ciencias de la Administración y Economía, 7(13), 231-250. https://doi.org/10.17163/ret.n13.2017.08
  • Atıgan, F. (2020). Sosyal Medya Pazarlaması Ve Tüketici Satın Alma Değişkenleri İlişkisi. Sosyal Kimlik Ve Algılanan Değerin Aracılık Rolü Üzerine Bir Araştırma, BMIJ, 8(2), 1892-1921.
  • Baran, H. (2023). Yapay zekâ sanal gerçeklik ve dijital sanatın evrimi, Duvar Yayınları.
  • Barwise, P., & Watkins, L. (2018). The evolution of digital dominance. Digital dominance: the power of Google, Amazon, Facebook, and Apple, 21-49.
  • Beneke, J., Acton, A., Richardson, D., & White, F. (2011). E-service quality: An investigation of its key dimensions and the discriminatory power in the residential property sector. Acta Commercii, 11(1), 75-87. https://doi.org/10.4102/ac.v11i1.154
  • Bernardo, M., Marimon, F., & del Mar Alonso-Almeida, M. (2012). Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & management, 49(7-8), 342-347. https://doi.org/10.1016/j.im.2012.06.005
  • Chen, M. H., Tsai, K. M., Hsu, Y. C., & Lee, K. Y. (2013). E-service quality impact on online customer's perceived value and loyalty. China-USA Business Review, 12(5), 473-485.
  • Chiang, C. F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69. https://doi.org/10.1300/J150v15n03_04
  • Cox, J., & Dale, B. G. (2001). Service quality and e‐commerce: an exploratory analysis. Managing Service Quality: An International Journal, 11(2), 121-131. https://doi.org/10.1108/09604520110387257
  • Cristóbal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317-340. https://doi.org/10.1108/09604520710744326
  • Da Silva, R. V., & Syed Alwi, S. F. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3), 119-144.
  • Dlamini, N. N., & Johnston, K. (2016, November). The use, benefits and challenges of using the Internet of Things (IoT) in retail businesses: A literature review. In 2016 international conference on advances in computing and communication engineering (ICACCE) (430-436).
  • Dunn, G., Baloglu, S., Brewer, P., & Qu, H. (2009). Consumer E‐Loyalty to Online Travel Intermediaries. Journal of Quality Assurance in Hospitality & Tourism, 10(1), 1-22. https://doi.org/10.1080/15280080802713751
  • Durmuş, B., Erdem, Y., Özçam, D. S., & Akgün, S. (2015). Türk giyim sektöründe yeni bir e-ticaret modeli: özel alişveriş siteleri. Öneri Dergisi, 11(44), 17-32.
  • Fan, Q., Yul Lee, J., & In Kim, J. (2013). The impact of web site quality on flow‐related online shopping behaviors in C2C e‐marketplaces: A cross‐national study. Managing Service Quality: An International Journal, 23(5), 364-387. https://doi.org/10.1108/MSQ-11-2012-0150
  • Flavián, C., Guinalíu, M., & Gurrea, R. (2006). El papel desempeñado por la usabilidad percibida, la satisfacción y la confianza del consumidor en la lealtad del sitio web. Información y gestión, 43 (1), 1-14. https://doi.org/10.1016/j.im.2005.01.002
  • Fu Tsang, N. K., Lai, M. T., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323. https://doi.org/10.1080/10548401003744743
  • Gommans, M., Krishman, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic & Social Research, 3(1),43-58.
  • Gulbasi, A., & Taşkin, E. (2021). E-Mağaza imajı ile e-sadakat arasındaki ilişki ampirik bir uygulama. Uluslararası Sosyal ve Ekonomik Çalışmalar Dergisi, 2(2), 20-36.
  • Hacıefendioğlu, Ş., & Fırat, D. (2014). Sosyal medyada yer alan markalara ilişkin marka imajının güven üzerindeki etkisi. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, (27), 87-96.
  • Hahn, S. E., Sparks, B., Wilkins, H., & Jin, X. (2017). E-service quality management of a hotel website: a scale and implications for management. Journal of Hospitality Marketing & Management, 26(7), 694-716. https://doi.org/10.1080/19368623.2017.1309612
  • Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. vectors, 7th Editio. Essex: Pearson Prentice Hall
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  • Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis. Asia pacific journal of marketing and logistics, 22(3), 351-371. https://doi.org/10.1108/13555851011062269
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Examining the Effects of E-Service Quality and Brand Image on E-Trust, E-Satisfaction, and E-Loyalty for Online Travel Agencies

Year 2023, Volume: 7 Issue: 2 - International Journal of Contemporary Tourism Research, 80 - 92, 29.12.2023

Şükran Karaca Züleyhan Baran

https://doi.org/10.30625/ijctr.1330909

Abstract

Nowadays, e-commerce is ubiquitous across various industries, encompassing the marketing of numerous products and services, including tourism services. Global travel agencies have embraced the provision of personalized customer service online. In this context, the aim of the study is to examine the effect of e-service quality and brand image for online travel agencies (OTA) on e-trust, e-satisfaction and e-loyalty. Data were collected through an online survey method from a sample of 1176 respondents. The collected data were analyzed employing confirmatory factor analysis and path analysis using the AMOS program. The findings of the conducted analyses unveiled that e-service quality exhibited a negative impact on e-trust, e-satisfaction, and e-loyalty for online travel agencies, whereas the brand image exerted a positive influence on e-trust, e-satisfaction, and e-loyalty. Consequently, it can be inferred that customer services delivered via electronic platforms should be prominently positioned in the travel market, with particular emphasis on brand image.

Keywords

Online Travel Agencies E-Service Quality Brand Image E-Satisfaction E-Loyalty E-Trust

References

  • Akın, M., & Toksarı, M. (2017). Sanal mağazacılıkta e-hizmet kalitesinin e-sadakate etkisi. İşletme ve İktisat Çalışmaları Dergisi, 5(1), 48-59.
  • Akiskali, T., & Kitapçı, O. (2021). E-hizmet uygulamalarında kalite algısı e-memnuniyet ve e-sadakat kavramlarının kültürel farklılıklara göre incelenmesi: İngiltere ve Türkiye örneği. Pazarlama İçgörüsü Üzerine Çalışmalar, 5(1), 1-23.
  • Al-dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The impact of e-service quality and e-loyalty on online shopping: moderating effect of e-satisfaction and e-trust. International Journal of Marketing Studies, 9(2), 92-103. https://doi.org/10.5539/ijms.v9n2p92
  • Alnaim, A. F., Sobaih, A. E. E., & Elshaer, I. A. (2022). Measuring the Mediating Roles of E-Trust and E-Satisfaction in the Relationship between E-Service Quality and E-Loyalty: A Structural Modeling Approach. Mathematics, 10(13), 2328. https://doi.org/10.3390/math10132328
  • Anderson, R. E., & Srinivasan, S. S. (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology & marketing, 20(2), 123-138. https://doi.org/10.1002/mar.10063
  • Asencio Cristóbal, L., González Ascencio, E., & Lozano Robles, M. (2017). El inventario como determinante en la rentabilidad de las distribuidoras farmacéuticas. RETOS. Revista de Ciencias de la Administración y Economía, 7(13), 231-250. https://doi.org/10.17163/ret.n13.2017.08
  • Atıgan, F. (2020). Sosyal Medya Pazarlaması Ve Tüketici Satın Alma Değişkenleri İlişkisi. Sosyal Kimlik Ve Algılanan Değerin Aracılık Rolü Üzerine Bir Araştırma, BMIJ, 8(2), 1892-1921.
  • Baran, H. (2023). Yapay zekâ sanal gerçeklik ve dijital sanatın evrimi, Duvar Yayınları.
  • Barwise, P., & Watkins, L. (2018). The evolution of digital dominance. Digital dominance: the power of Google, Amazon, Facebook, and Apple, 21-49.
  • Beneke, J., Acton, A., Richardson, D., & White, F. (2011). E-service quality: An investigation of its key dimensions and the discriminatory power in the residential property sector. Acta Commercii, 11(1), 75-87. https://doi.org/10.4102/ac.v11i1.154
  • Bernardo, M., Marimon, F., & del Mar Alonso-Almeida, M. (2012). Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & management, 49(7-8), 342-347. https://doi.org/10.1016/j.im.2012.06.005
  • Chen, M. H., Tsai, K. M., Hsu, Y. C., & Lee, K. Y. (2013). E-service quality impact on online customer's perceived value and loyalty. China-USA Business Review, 12(5), 473-485.
  • Chiang, C. F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69. https://doi.org/10.1300/J150v15n03_04
  • Cox, J., & Dale, B. G. (2001). Service quality and e‐commerce: an exploratory analysis. Managing Service Quality: An International Journal, 11(2), 121-131. https://doi.org/10.1108/09604520110387257
  • Cristóbal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317-340. https://doi.org/10.1108/09604520710744326
  • Da Silva, R. V., & Syed Alwi, S. F. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3), 119-144.
  • Dlamini, N. N., & Johnston, K. (2016, November). The use, benefits and challenges of using the Internet of Things (IoT) in retail businesses: A literature review. In 2016 international conference on advances in computing and communication engineering (ICACCE) (430-436).
  • Dunn, G., Baloglu, S., Brewer, P., & Qu, H. (2009). Consumer E‐Loyalty to Online Travel Intermediaries. Journal of Quality Assurance in Hospitality & Tourism, 10(1), 1-22. https://doi.org/10.1080/15280080802713751
  • Durmuş, B., Erdem, Y., Özçam, D. S., & Akgün, S. (2015). Türk giyim sektöründe yeni bir e-ticaret modeli: özel alişveriş siteleri. Öneri Dergisi, 11(44), 17-32.
  • Fan, Q., Yul Lee, J., & In Kim, J. (2013). The impact of web site quality on flow‐related online shopping behaviors in C2C e‐marketplaces: A cross‐national study. Managing Service Quality: An International Journal, 23(5), 364-387. https://doi.org/10.1108/MSQ-11-2012-0150
  • Flavián, C., Guinalíu, M., & Gurrea, R. (2006). El papel desempeñado por la usabilidad percibida, la satisfacción y la confianza del consumidor en la lealtad del sitio web. Información y gestión, 43 (1), 1-14. https://doi.org/10.1016/j.im.2005.01.002
  • Fu Tsang, N. K., Lai, M. T., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323. https://doi.org/10.1080/10548401003744743
  • Gommans, M., Krishman, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic & Social Research, 3(1),43-58.
  • Gulbasi, A., & Taşkin, E. (2021). E-Mağaza imajı ile e-sadakat arasındaki ilişki ampirik bir uygulama. Uluslararası Sosyal ve Ekonomik Çalışmalar Dergisi, 2(2), 20-36.
  • Hacıefendioğlu, Ş., & Fırat, D. (2014). Sosyal medyada yer alan markalara ilişkin marka imajının güven üzerindeki etkisi. Kocaeli Üniversitesi Sosyal Bilimler Dergisi, (27), 87-96.
  • Hahn, S. E., Sparks, B., Wilkins, H., & Jin, X. (2017). E-service quality management of a hotel website: a scale and implications for management. Journal of Hospitality Marketing & Management, 26(7), 694-716. https://doi.org/10.1080/19368623.2017.1309612
  • Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. vectors, 7th Editio. Essex: Pearson Prentice Hall
  • 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, 37(11/12), 1762-1800. https://doi.org/10.1108/03090560310495456
  • Hsu, J., & Hsu, C. (2008). The relationships between service quality and customer satisfaction in a leading Chinese Web 2.0 company. The Business Review, 11(1), 84-90.
  • Jamaluddin, M. R., & Riyadi, A. (2018). Assessing Destination Branding and Hotel Performance of the South East Asia Market. In 2nd International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2018) (302-311). Atlantis Press.
  • Jamaluddin, M. R., Hanafiah, M. H., & Zulkifly, M. I. (2018). Sensory in Psychology Branding. Journal of ASIAN Behavioural Studies, 3(9), 123-129.
  • Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10, 301-317. https://doi.org/10.1007/s11628-015-0269-y
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There are 66 citations in total.

Details

Primary Language English
Subjects Tourist Behaviour and Visitor Experience, Tourism Marketing, Tourism Management, Impacts of Tourism
Journal Section Original Scientific Article
Authors

Şükran Karaca 0000-0002-0268-1810

Züleyhan Baran 0000-0003-4804-5622

Early Pub Date December 28, 2023
Publication Date December 29, 2023
Submission Date July 21, 2023
Published in Issue Year 2023 Volume: 7 Issue: 2 - International Journal of Contemporary Tourism Research

Cite

APA Karaca, Ş., & Baran, Z. (2023). Examining the Effects of E-Service Quality and Brand Image on E-Trust, E-Satisfaction, and E-Loyalty for Online Travel Agencies. International Journal of Contemporary Tourism Research, 7(2), 80-92. https://doi.org/10.30625/ijctr.1330909
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