The mediating role of perceived e-service quality on the relationship between e-customer satisfaction and e-customer loyalty of online travel agencies applications

Abstract

In this era, digital has become vital in achieving e-customer experiences and e- loyalty within the travel industry, particularly the use of online travel agencies (OTAs). This study was conducted to determine the relationship between e-customer satisfaction, perceived e-service quality, and e-customer loyalty in the context of OTAs applications. This study employed a quantitative method and correlational design was utilized using 350 purposively sampled respondents at Davao International Airport. The statistical tools used were Mean, T-test, and ANOVA. Results revealed that overall utilization of Online Travel Agency Applications received and indicated the participants' web-based travel agency e-customer loyalty is high. Also, the outcome of this study demonstrated that the indirect effect between e-customer satisfaction and e-customer loyalty via perceived e-service quality is statistically significant. In addition, it reveals that the mediating role of Perceived E-Service Quality on the relationship between E-Customer Loyalty of online travel agency applications is significantly correlated. Hence, it can be said that partial mediation was observed. This study recommends OTAs enhance their performance and e-service quality and prioritize systematizing information delivery since this will contribute more to e-satisfaction, e- loyalty, and e-service quality of the online traveling agency applications in purchasing or booking tickets. Lastly, future researchers can use this research to reference their study on e-service quality in OTAs applications.