The antecedents of e-relationship quality in Online Travel Agency (OTA) at Kota Kinabalu
The purpose of this study is to examine the relationships between antecedents of e-relationship quality, e-satisfaction, a-trust and e-loyalty in the context of Online Travel Agency (OTA) website services. The study also examines the mediating effect of e-satisfaction and e-trust on the relations...
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| Format: | Thesis |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/17917/1/The%20antecedents%20of%20e-relationship%20.pdf https://eprints.ums.edu.my/id/eprint/17917/ |
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| Summary: | The purpose of this study is to examine the relationships between antecedents of e-relationship
quality, e-satisfaction, a-trust and e-loyalty in the context of Online Travel Agency (OTA) website
services. The study also examines the mediating effect of e-satisfaction and e-trust on the
relationship between antecedents of e-relationship quality and e-loyalty, as well as the mediating
effect of e-satisfaction and e-trust. In this study, the antecedents of e-relationship quality are
consists of communicational function, transactional function and relational function. Data from
191 respondents were used by analyzed with SPSS version 22. Multiple regressions analysis has
been done and the result showed all of dimensions in antecedents of e-relationship quality have
relationship with e-satisfaction, a-trust and e-loyalty. Furthermore, e-satisfaction and a-trust has
significant with e-loyalty. The hierarchical regression analysis results indicated that e-satisfaction
and a-trust mediated the relationships between antecedents of e-relationship quality consists of
communicational function, transactional function and relational function and e-loyalty. E-satisfaction
and a-trust also partially mediates the relationship between communicational
function, transactional function and relational function and e-loyalty. Thus, as marketers and
Online Travel Agency (OTA), they need to take suitable marketing plan in order to achieve e-satisfaction
and a-trust and loyalty. Limitation of the study and future research recommendation
also been done. |
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