Determinants of E-loyalty in Travel Agencies

Abstract

E-loyalty, a word derived from the broader notion of customer loyalty, is the persistent commitment of customers to a particular digital service provider or online platform. It gauges the degree to which customers are prepared to interact and recommend these organizations’ services to others. This study examines the elements that impact customers' loyalty to online platforms by examining the drivers of e-loyalty in the context of Pakistani travel agencies. The goal of the study is to comprehend e-loyalty determinants and the complex linkages that exist between them and a moderator, travel frequency. Data from 400 respondents who used travel agencies in Pakistan were gathered through questionnaire. To find connections between the constructs, the Partial Least Squares Structural Equation Modelling (PLS-SEM) method with Smart PLS 4.0 software was used, drawing on the theoretical foundation. The key findings suggest that service quality, trust, customer satisfaction, pricing, information quality and website design are the key indicators of e-loyalty who have a positive and significant impact on e-loyalty of travel agencies. Besides this, the moderating effect of travel frequency strengthens the relationship between all the above-mentioned determinants except pricing. Although pricing has a positive significant impact on e-loyalty, travel frequency doesn’t moderate the relationship between e-loyalty and pricing.