21 – WHAT DRIVES CUSTOMERS TO SPREAD THE WORD AND BE LOYAL? FACTORS INFLUENCING E-LOYALTY AND EWOM TO OTA’S WEBSITES (PDF)
Chatzopoulou Evi, Xanthopoulou Panagiota
The purpose of this study is to develop a model which explains how the consumers’ digital loyalty and Word of Mouth (WOM) of online travel agencies is formed. The literature review leads us to consider the users’ perceived website quality, e-perceived value, e-satisfaction, e-trust and switching barriers factors of website as main antecedents of the e-loyalty and e-WOM. In order to accomplish the study’s objectives, a model has been constructed and estimated using Partial Least Squares (PLS). Results show that e-satisfaction, e-trust, e-value and switching barriers have a direct effect on e-WOM and e-satisfaction, website quality and switching barriers have a direct effect on e -loyalty. Also, website quality creates e-WOM with e-satisfaction as a mediator; and e-trust creates e-loyalty as moderator by switching barriers. The developed model helps improve the explanation of e-loyalty and e-WOM from consumer in an online tourism and hospitality industry environment.