Labuan Faculty of International Finance
Universiti Malaysia Sabah
87000 Federal Territory of Labuan, MALAYSIA.
Labuan Faculty of International Finance
Universiti Malaysia Sabah
87000 Federal Territory of Labuan, MALAYSIA.
Labuan Faculty of International Finance
Universiti Malaysia Sabah
87000 Federal Territory of Labuan, MALAYSIA.
Faculty of Business, Economics & Accountancy
Universiti Malaysia Sabah
88400 Kota Kinabalu, Sabah, MALAYSIA.
Centre for the Promotion of Knowledge and Language Learning
Universiti Malaysia Sabah
87000 Federal Territory of Labuan, MALAYSIA.
Abstract
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 in Sabah, Malaysia. For our data purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all dimensions of communication, transaction and relational have strong correlations as reliable antecedents for both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations and recommendations for future research are also discussed and noted.
Keywords
Citation
@article{rizal2020relationship,
title={Relationship Quality and E-Loyalty towards Online Travel Agency (OTA): Social Exchange Theory Perspective},
author={Rizal, Hamid and Amin, Hanudin and Suddin, Lada and Sondoh, Stephen Liason and Chen, Jung Ku},
journal={Jurnal Pengurusan},
number={},
pages={39—51},
doi={https://doi.org/10.17576/pengurusan-2020-58-04},
publisher={Penerbit UKM},
}
Article received:
Accepted for publication:
Available online:
58 (2020) 39 – 51
Share via:
Similar Articles
- Meneliti Kesan Tanggungjawab Sosial Korporat dan Imej terhadap Kesetiaan Pelanggan dalam Kalangan Pembeli Barangan Runcit
- Managing the Dimensions of Relationship Marketing in the Food Service Industry
- Building SMEs Competitive Advantage in Export Markets: The Role of Human Capital and Relationship Quality
Receive updates when new articles are published