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

Yıl 2023, Cilt: 7 Sayı: 2 - Uluslararası Güncel Turizm Araştırmaları Dergisi, 80 - 92, 29.12.2023

Şükran Karaca , Züleyhan Baran

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• 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
• Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of small business and enterprise development. 22 (4), 611-632. https://doi.org/10.1108/JSBED-09-2013-0133
• 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
• Kim, D. J., Kim, W. G., & Han, J. S. (2007). A perceptual mapping of online travel agencies and preference attributes. Tourism management, 28(2), 591-603. https://doi.org/10.1016/j.tourman.2006.04.022
• Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of retailing and Consumer services, 16(4), 239-247. https://doi.org/10.1016/j.jretconser.2008.11.019
• Kotler, P., & Keller, K. (2008). Marketing management 13th edition. Prentice Hall.
• Kourtesopoulou, A., & Kehagias, J. (2019). Online hotel customer’s perceived service quality and purchase intentions. In Smart tourism as a driver for culture and sustainability (329-342). Springer, Cham.
• Kourtesopoulou, A., Theodorou, S. D., Kriemadis, A., & Papaioannou, A. (2019). The impact of online travel agencies web service quality on customer satisfaction and purchase intentions. In Smart Tourism as a Driver for Culture and Sustainability (343-356). Springer, Cham.
• Kundu, S., & Datta, S. K. (2015). Impact of trust on the relationship of e-service quality and customer satisfaction. EuroMed Journal of Business, 10(1), 21-46. https://doi.org/10.1108/EMJB-10-2013-0053
• Kwon, W. S., & Lennon, S. J. (2009). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 62(5), 557-564. https://doi.org/10.1016/j.jbusres.2008.06.015
• Lam, J. M., Tan, S. H., & Oh, Y. L. (2014). Exploring internet influence towards travel satisfaction. Procedia-Social and Behavioral Sciences, 130, 542-551. https://doi.org/10.1016/j.sbspro.2014.04.063
• Law, R., Chan, I., & Goh, C. (2007). Where to find the lowest hotel room rates on the internet? The case of Hong Kong. International Journal of Contemporary Hospitality Management, 19(6), 495-506. https://doi.org/10.1108/09596110710775156
• Leninkumar, V. (2017). An investigation on the relationship between Service Quality and Customer Loyalty: A mediating role of Customer Satisfaction. Archives of Business Research, 5(5), 1-23. https://doi.org/10.14738/abr.55.3152
• Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of social sciences, 39(2), 358-364. https://doi.org/10.1016/j.kjss.2018.04.001
• Octavia, D., & Tamerlane, A. (2017). The influence of website quality on online purchase intentions on Agoda. com with e-trust as a mediator. Binus Business Review, 8(1), 9-14. https://doi.org/10.21512/bbr.v8i1.1680
• Oktavia, R., Budi, A. P., & Febianti, F. (2018). The influence of brand awareness and e-service quality on consumer purchasing decisions in booking hotel rooms on traveloka. Journal of Business on Hospitality and Tourism, 4(2), 187-193. https://doi.org/10.22334/jbhost.v4i2.122
• Oni, A. A., Adewoye, O. J., & Eweoya, I. O. (2016). E-banking users’ behaviour: e-service quality, attitude, and customer satisfaction. International Journal of Bank Marketing. 34 (3), 347-367. https://doi.org/10.1108/IJBM-12-2014-0175
• Ortega, F. J. (2018). Coaching & Restauración. Obtenido de Coaching & Restauración. https://coachingyrestauracion.com/evolucion-e-impacto-de-las-agencias-de-viajes-onlineen-el-sector-hotelero/
• Prougestaporn, P., Visansakon, T., & Saowapakpongchai, K. (2015). Key success factors and evaluation criterias of e-learning websites for higher education. International Journal of Information and Education Technology, 5(3), 233. https://doi.org/10.7763/IJIET.2015.V5.507
• Rahi, S., Yasin, N. M., & Alnaser, F. M. (2017). Measuring the role of website design, assurance, customer service and brand image towards customer loyalty and intention to adopt internet banking. The Journal of Internet Banking and Commerce, 1-18.
• Reino Viñansaca, A. D. P. (2015). Propuesta para la creación de una agencia operadora turística local en el cantón Limón Indanza (Bachelor's thesis).
• Rodríguez Zulaica, A. (2016). ¿ Cómo gestionar una agencia de viajes en internet?. ¿ Cómo gestionar una agencia de viajes en internet?, 1-87.
• Sahli, M. (2010). An introduction to revenue management for the hospitality industry: Principles and practices for the real world. Journal of Revenue and Pricing Management volume, 9(1), 192–193.
• Sevim, N. (2018). Çevrimiçi e-müşteri sadakatinin oluşumunda e-hizmet kalitesi, e-güven ve e-tatminin etkisi. Business & Management Studies: An International Journal, 6(1), 107-127.
• Shahabuddin, A. M. (2014). Eservice quality for customer satisfaction measurement: A case study on islami bank bangladesh Ltd. Global Disclosure of Economics and Business, 3(1), 31-38. https://doi.org/1010.18034/gdeb.v3i1.169
• Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50. https://doi.org/10.1016/S0022-4359(01)00065-3
• Swaid, S. I., & Wigand, R. T. (2009). Measuring the quality of e-service: Scale development and initial validation. Journal of Electronic Commerce Research, 10(1), 13-28.
• Tandon, A., Sharma, H., & Aggarwal, A. G. (2019). Assessing travel websites based on service quality attributes under intuitionistic environment. International Journal of Knowledge-Based Organizations (IJKBO), 9(1), 66-75. https://doi.org/10.4018/IJKBO.2019010106
• Toh, R. S., Raven, P., & DeKay, F. (2011). Selling rooms: Hotels vs. third-party websites. Cornell Hospitality Quarterly, 52(2), 181-189. https://doi.org/10.1177/19389655114004
• Wali, A. F., & Opara, B. C. (2012). E-Service quality experience and customer loyalty: an emphasis of the Nigeria airline operators. European Journal of Business and Social Sciences, 1(9), 118-125.
• Waluya, B., Ridwanudin, O., & Utami, W. D. (2019). Effect of E-Service Quality on the Intention to Reuse Website of Ota in Buying Aircraft Tickets. International Journal of Academic Research in Business and Social Sciences, 9(3), 789-799. https://doi.org/10.6007/IJARBSS/v9-i3/5745
• Wan Jasni, W. N. F., Jamaluddin, M. R., & Hanafiah, M. H. (2020). Online travel agencies (OTAs) e-service quality, brand image, customer satisfaction and loyalty. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 12(2), 96-111.
• Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65. https://doi.org/10.1016/j.tourman.2016.10.001
• Yildiz, S. (2019). Elektronik hizmet marka değerini etkileyen faktörler: Elektronik hizmet müşterileri üzerine bir uygulama. Global Journal of Economics and Business Studies, 7(14), 170-185.
• Zeglat, D., Shrafat, F., & Al-Smadi, Z. (2016). The impact of the e-service quality (E-SQ) of online databases on users’ behavioural intentions: A perspective of postgraduate students. International Review of Management and Marketing, 6(1), 1-10.