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Growing Science » Management Science Letters » Investigating the effective factors on customer loyalty on tourism Agencies using an e-marketing technique: A case study of Iranian tourism agencies

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Hotlan Siagian(40)
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Shankar Chakraborty(29)
Ni Nyoman Kerti Yasa(29)
Haitham M. Alzoubi(28)
Sulieman Ibraheem Shelash Al-Hawary(28)
Prasadja Ricardianto(28)


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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 4 Issue 2 pp. 377-388 , 2014

Investigating the effective factors on customer loyalty on tourism Agencies using an e-marketing technique: A case study of Iranian tourism agencies Pages 377-388 Right click to download the paper Download PDF

Authors: Mohammad Sabet, Kewmars Fallahi, Soheila Sardar Donighi

Keywords: E-marketing, Loyalty, Navigation functionality, Perceived security, Satisfaction, Tourism, Transaction cost, Trust

Abstract: The aim of this research is to determine and to assess the effective factors on customer loyalty, concerning the internet-purchase of products and services of Tehran tourism agencies. For this purpose, the standardized questionnaire was distributed among on-line internet customers of Tehran tourism agencies and finally 384 questionnaires were applied in analyzing the research hypotheses. The data obtained from customers were analyzed using confirmatory factor analysis technique and the structural equations modeling (SEM). The findings of the research with regard to the proposed model and its nine hypotheses from the highest to lowest route coefficients and hypothesis confirmation are respectively: the effect of customer loyalty with the route coefficient of 0.559; the effect of search capability with the route coefficient of 0.481; the effect of satisfaction on customer trust with the route coefficient of 0.388; the effect of transaction cost on customer satisfaction with the route coefficient of 0.321; the effect of search capability on customer trust with the route coefficient of 0.292; the effect of trust on customer loyalty with the route coefficient of 0.184; the effect of the perceived security on customer satisfaction with the route coefficient of 0.159. The above seven hypotheses have been confirmed and the effect perceived security effect on customer trust and the effect of transaction cost on customer trust with the route coefficient of 0.018 were finally rejected.

How to cite this paper
Sabet, M., Fallahi, K & Donighi, S. (2014). Investigating the effective factors on customer loyalty on tourism Agencies using an e-marketing technique: A case study of Iranian tourism agencies.Management Science Letters , 4(2), 377-388.

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Journal: Management Science Letters | Year: 2014 | Volume: 4 | Issue: 2 | Views: 2691 | Reviews: 0

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