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Causal recipes for customer loyalty to travel agencies: Differences between online and offline customers

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  • Silva, Graça Miranda
  • Gonçalves, Helena Martins

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.

Suggested Citation

  • Silva, Graça Miranda & Gonçalves, Helena Martins, 2016. "Causal recipes for customer loyalty to travel agencies: Differences between online and offline customers," Journal of Business Research, Elsevier, vol. 69(11), pages 5512-5518.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5512-5518
    DOI: 10.1016/j.jbusres.2016.04.163
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    References listed on IDEAS

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    Cited by:

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    3. Codruța Adina Băltescu, 2019. "An Assessment of Online Travel Shopping Among Young People," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 426-430, December.
    4. O Omoruyi, 2018. "A Website Quality Model Investigating the Loyalty of South African Consumers towards Travel Websites," Journal of Economics and Behavioral Studies, AMH International, vol. 10(2), pages 133-144.
    5. Wanyue Wei & Zheng He & Lez Rayman-Bacchus & GuangMing Xiang, 2019. "Do Industrial Clusters Still Matter to Trust-Building in the Internet Era? A Network Embeddedness Perspective," SAGE Open, , vol. 9(3), pages 21582440198, August.
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    7. Capatina, Alexandru & Micu, Adrian & Micu, Angela Eliza & Bouzaabia, Rym & Bouzaabia, Olfa, 2018. "Country-based comparison of accommodation brands in social media: An fsQCA approach," Journal of Business Research, Elsevier, vol. 89(C), pages 235-242.

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