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

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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)

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.

Suggested Citation

  • Woo Gon Kim & Nitta Rachjaibun & Jin Soo Han & Gyehee Lee, 2011. "The Influence of Hotel Website Factors on E-Loyalty in a B2C Context," Tourism Economics, , vol. 17(5), pages 1103-1127, October.
    • Handle: RePEc:sae:toueco:v:17:y:2011:i:5:p:1103-1127
    DOI: 10.5367/te.2011.0073
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    References listed on IDEAS

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    1. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    2. Nicolas Eber, 1999. "Switching costs and implicit contracts," Journal of Economics, Springer, vol. 69(2), pages 159-171, June.
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    Cited by:

    1. Barreda, Albert A. & Bilgihan, Anil & Nusair, Khaldoon & Okumus, Fevzi, 2016. "Online branding: Development of hotel branding through interactivity theory," Tourism Management, Elsevier, vol. 57(C), pages 180-192.
    2. Cedric Hsi-Jui Wu & Hung-Jen Li & Chung-Wen Chiu, 2014. "Understanding Consumer Responses to Travel Websites from Online Shopping Value and Flow Experience Perspectives," Tourism Economics, , vol. 20(5), pages 1087-1103, October.

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