An e-loyalty model proposal for online travel reservation websites

Abstract

Online travel reservation websites need e-loyal customers to be able to drive their profitability and existence. In this context, the aim of this study is to propose an e-loyalty model for travel reservation websites in the business to consumer (B2C) concept. The study brought together important concepts thought to be related to e-loyalty, such as system quality, trust, satisfaction, alternative attractiveness, word of mouth, and repurchase intention. As a result, it was determined that system quality, trust, satisfaction and word of mouth have a positive effect on e-loyalty, unlike alternative attractiveness which has a negative effect. It was also determined that e-loyalty has a positive effect on repurchase intention.