The relationship between Eservice quality, Evalue, Esatisfacton and eLoyalty in online tourism portals

K Wood, CH Van Heerden

Abstract


Customer satisfaction and loyalty are important drivers of business profits. In the online arena, acquisition costs are high, switching costs are low, the service encounter is non-personal and the Internet is often used only as a source of information. The aim of this article is to determine the relationship between critical eService quality elements utilised in online tourism portals in order to
establish eLoyalty. The target population of this study was South African tourism accommodation establishments who advertised on online tourism portals during 2005. A personalised branded HTML email with a clickable link to the online survey was mailed to all respondents. One hundred and nine valid responses were received. A multi-item questionnaire was used to measure the relationship between eService quality, eValue, eSatisfaction and eLoyalty pertaining to online tourism portals utilised by the respondents. The findings imply that online tourism portals would increase their eLoyalty (and thus increase profits) if they first satisfied their suppliers’ needs by providing them with a secure, visually pleasing user interface with which they could identify. Secondly, there is a need for online tourism portals to provide services that add value, making it easy for suppliers to add and change details on their own pages, as well as ensuring that their suppliers receive a substantial income stream through the portal.


Full Text:

PDF


DOI: http://dx.doi.org/10.4102/sajems.v10i3.692

Submitted: 11 July 2013
Published: 11 July 2013



RSA Tel: 086 1000 381
International Tel: +27 21 975 2602
15 Oxford Street, Durbanville, Cape Town, 7550, South Africa
publishing(AT)aosis.co.za replace (AT) with @

All articles published in this journal are licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) license, unless otherwise stated.
Website design & content: ©2017 AOSIS (Pty) Ltd. All rights reserved. No unauthorised duplication allowed.
By continuing to use this website, you agree to our Privacy Policy.

Subscribe to our newsletter

Get specific, domain-collection newsletters detailing the latest CPD courses, scholarly research and call-for-papers in your field.

Subscribe