Behavioral profiles of consumers of online travel agencies
Publication date
2018ISSN
1800-7473
Abstract
The aim of the article is threefold: analyzing (1) the antecedents of satisfaction of online travel agencies (OTAs)' customers, and the mediating role of loyalty, and word of mouth; (2) the different customers' profiles attending to these antecedents; and (3) how antecedents affect satisfaction according to the customer profile. An exploratory factor analysis (EFA) and a structural equation modeling (SEM) were used on a sample of 264 OTAs' Spanish customers. A non-hierarchical cluster analysis was performed forcing two clusters, and they were identified the most important factors that explain satisfaction for each cluster. EFA results provide five antecedents of satisfaction. However, SEM analysis results show that only "information" (efficiency of the website and quality of information provided) and "utility" for using the platforms are significant antecedents of satisfaction. The relation between satisfaction, loyalty, and word-of-mouth are also significant. The quality of the information provided in the websites is the main antecedent for the cluster of satisfied customers. In contrast, utility is the most important for the cluster of unsatisfied customers.
Document Type
Article
Document version
Accepted version
Language
English
Subject (CDU)
33 - Economics. Economic science
Keywords
Fidelitat a una marca
Customer loyalty
Serveis d'atenció al client
Customer services
Fidelización del cliente
Servicio al cliente
Agències de viatges
Travel agents
Agencias de viajes
Pages
20
Publisher
Universitat de Montenegro
Collection
12; 3
Is part of
International Journal for Quality Research
Citation
Martínez-Costa, Carme; Pladevall-Viladecans, Julia; Mas-Machuca, Marta; Marimon Viadiu, Frederic. «Behavorial profiles of consumers online travel agencies». International Journal for Quality Research, 2018, vol. 12, núm. 3, p. 703-721. Disponible en: <http://www.ijqr.net/paper.php?id=694>. Fecha de acceso: 17 jun. 2019. https://doi.org/10.18421/IJQR12.03-10
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Rights
http://creativecommons.org/licenses/by-nc-nd/4.0/
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-nd/4.0/