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 tourists...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/26266/1/Relationship%20Quality%20and%20E-Loyalty%20towards%20Online%20Travel%20Agency%20%28OTA%29.pdf https://eprints.ums.edu.my/id/eprint/26266/2/Relationship%20Quality%20and%20E-Loyalty%20towards%20Online%20Travel%20Agency%20%28OTA%291.pdf https://eprints.ums.edu.my/id/eprint/26266/ https://doi.org/10.17576/pengurusan-2020-58-04 |
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