Direct and indirect tourism online channels. Do they have a different potential for customer loyalty?
To manage their competitive goals, e-tourism service companies, in direct and in indirect channels respectively, need to know the antecedents of customer loyalty. Customer loyalty, generated by satisfaction in its various forms, is the cornerstone of the company's assets and financial susta...
| Autores: | , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2020 |
| País: | España |
| Recursos: | Universidad Pública de Navarra |
| Repositório: | Academica-e. Repositorio Institucional de la Universidad Pública de Navarra |
| OAI Identifier: | oai:academica-e.unavarra.es:2454/39081 |
| Acesso em linha: | https://hdl.handle.net/2454/39081 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Customer participation Intentional loyalty OTAs (online tourism agencies) Satisfaction Tourism online channels Transaction costs |
| Resumo: | To manage their competitive goals, e-tourism service companies, in direct and in indirect channels respectively, need to know the antecedents of customer loyalty. Customer loyalty, generated by satisfaction in its various forms, is the cornerstone of the company's assets and financial sustainability. Current literature does not provide a comparative analysis on this issue. To fill this gap, this research presents a model that includes customer satisfaction and participation as the main drivers of customer loyalty. The empirical research relies on one survey conducted by a market research company addressed to Internet users in Spain with experience in online purchases of tourism products. The estimation method is 3SLS (Three-Stage Least Squares), a simultaneous equations model applied to the database obtained. The results reveal a different potential of the two types of e-channels in producing higher levels of loyalty through customer participation. Increasing the participation of customers in indirect e-tourism channels results in higher returns on loyalty while the impact is lower in the direct channels. These findings are especially interesting for tourism service providers. |
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