The Influence of Hotel Website Factors on E-Loyalty in a B2C Context

Woo Gon Kim, Nitta Rachjaibun, Jin Soo Han and Gyehee Lee
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Woo Gon Kim: Dedman School of Hospitality, College of Business, Florida State University, 288 Champions Way, UCB 4116, Tallahassee, FL 32306, USA, and International Scholar from Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, Republic of Korea
Nitta Rachjaibun: Blue Spice Restaurant Group, 18 Soi Polo, Wireless Road, Lumpini, Patumwan, Bangkok 10330, Thailand
Jin Soo Han: College of Hotel and Tourism Management, Kyung Hee University, Hoegi-Dong, Dongdaemun-Gu, Seoul 130-701, Korea
Gyehee Lee: College of Hotel and Tourism Management, Kyung Hee University, Seoul, Korea

Tourism Economics, 2011, vol. 17, issue 5, 1103-1127

Abstract: The Internet allows firms to serve customers more effectively than ever before. In a B2C (business-to-consumer) context, the authors examine the interrelationships among hotel website factors, e-satisfaction, e-trust, e-loyalty and switching costs. They extend prior research by incorporating these constructs into a more comprehensive conceptual framework. This study answers three research questions. First, will the three components of website factors (communication, transaction and customization) have a significant effect on e-loyalty through e-satisfaction and e-trust? Second, do e-satisfaction and e-trust mediate e-loyalty? Third, do switching costs have a moderating effect between e-satisfaction, e-trust and e-loyalty? The authors examine data compiled from customers who have booked hotel accommodation online. The results support their hypotheses and confirm both the mediation role of e-satisfaction and e-trust and the moderation role of switching costs. Conceptually, this study provides an empirical validation of website factors, e-satisfaction, e-trust and loyalty linkage. At the managerial level, the research provides insights into the critical drivers of loyalty in the emerging online marketplace.

Keywords: hotel websites; website factors; e-satisfaction; e-trust; e-loyalty; switching costs (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:17:y:2011:i:5:p:1103-1127

DOI: 10.5367/te.2011.0073

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