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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 tourist...

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Main Authors: Hamid Rizal,, Hanudin Amin,, Lada Suddin,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2020
Online Access:http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf
http://journalarticle.ukm.my/15650/
http://ejournal.ukm.my/pengurusan/issue/view/1283
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spelling my-ukm.journal.156502020-11-13T02:37:56Z http://journalarticle.ukm.my/15650/ Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective Hamid Rizal, Hanudin Amin, Lada Suddin, 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 in Sabah, Malaysia. For our data purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all dimensions of communication, transaction and relational have strong correlations as reliable antecedents for both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations and recommendations for future research are also discussed and noted. Penerbit Universiti Kebangsaan Malaysia 2020 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf Hamid Rizal, and Hanudin Amin, and Lada Suddin, (2020) Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective. Jurnal Pengurusan, 58 . pp. 1-15. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/1283
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description 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 in Sabah, Malaysia. For our data purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all dimensions of communication, transaction and relational have strong correlations as reliable antecedents for both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations and recommendations for future research are also discussed and noted.
format Article
author Hamid Rizal,
Hanudin Amin,
Lada Suddin,
spellingShingle Hamid Rizal,
Hanudin Amin,
Lada Suddin,
Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
author_facet Hamid Rizal,
Hanudin Amin,
Lada Suddin,
author_sort Hamid Rizal,
title Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
title_short Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
title_full Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
title_fullStr Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
title_full_unstemmed Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
title_sort relationship quality and e-loyalty towards online travel agency (ota): social exchange theory perspective
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2020
url http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf
http://journalarticle.ukm.my/15650/
http://ejournal.ukm.my/pengurusan/issue/view/1283
_version_ 1683231773376380928
score 13.211869

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