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Dergiler / Uluslararası Güncel Turizm Araştırmaları Dergisi / 2023 / Cilt: 7 Sayı: 2

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

Şükran Karaca(SİVAS CUMHURİYET ÜNİVERSİTESİ)0000-0002-0268-1810
Züleyhan Baran(DÜZCE ÜNİVERSİTESİ, AKÇAKOCA MESLEK YÜKSEKOKULU)0000-0003-4804-5622
Sayfa
80–92
Yayın Tarihi
2023-12-29
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

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.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Nowadays, e-commerce is ubiquitous across various industries, encompassing the marketing of numerous products and services, including tourism services.
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Temel Bulgular & Veri:Data were collected through an online survey method from a sample of 1176 respondents.
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Sonuç & Katkı: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.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Online Travel Agencies · E-Service Quality · Brand Image

Özet

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.

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.

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Bu Makaleye Atıf Yap

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. Uluslararası Güncel Turizm Araştırmaları Dergisi, Cilt: 7 Sayı: 2, 80–92. https://doi.org/10.30625/ijctr.1330909

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