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Factores determinantes de la lealtad al proveedor de servicios turísticos online

Author

Listed:
  • Sanz Blas Silvia

    (Universidad de Valencia)

  • Ruiz Mafé Carla

    (Universidad de Valencia)

  • Pérez Pérez Isabel

    (Universidad Autónoma de Chiapas)

Abstract

The aim of this study is to analyze the factors determining loyalty towards online tourist services supplier with a model which integrates the influence of trust in tourism websites with the conceptual framework of the Theory of Planned Behaviour (TPB). The hypotheses were tested on a sample of 305 airline travel tickets online purchasers, with the use of structural equation models. The results of the empirical study suggest that the three variables of TPB (perceived control, subjective norm and attitude) positively influence loyalty towards Internet use to purchase airline tickets. The role of trust is especially relevant as it also boosts the effect of TPB variables. Finally, a set of managerial implications are considered.

Suggested Citation

  • Sanz Blas Silvia & Ruiz Mafé Carla & Pérez Pérez Isabel, 2013. "Factores determinantes de la lealtad al proveedor de servicios turísticos online," Contaduría y Administración, Accounting and Management, vol. 58(2), pages 279-302, abril-jun.
    • Handle: RePEc:nax:conyad:v:58:y:2013:i:2:p:279-302
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    References listed on IDEAS

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