 Causal recipes for customer loyalty to travel agencies: Differences between online and offline customersGraça Miranda Silva and Helena Martins Gonçalves Journal of Business Research, 2016, vol. 69, issue 11, 5512-5518 Abstract: This study investigates how travel agencies can achieve high customer loyalty through offline and online shopping experiences. The study tests whether different configurations of perceived value, customer satisfaction, perceived quality, and trust affect loyalty. The results from an online survey of a travel agency's 1974 offline and 1014 online customers provide the data. Using the fsQCA, the study finds that different combinations of these factors lead to higher customer loyalty. The findings show that trust is a sufficient condition for high customer loyalty only in the offline shopping context. In the online shopping context, travel agencies must combine trust with perceived value or with perceived quality to achieve high customer loyalty. Further, in the offline shopping context, the combination of perceived value and perceived quality leads to higher loyalty, while in the online shopping context agencies need to add customer satisfaction to this configuration. Keywords: Customer loyalty; Travel agencies; FsQCA; Online shopping; Offline shopping (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:11:p:5512-5518 DOI: 10.1016/j.jbusres.2016.04.163 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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