Factores determinantes de la lealtad al proveedor de servicios turísticos online

• Autores: Silvia Sanz Blas, Carla Ruiz Mafé, Isabel Pérez Pérez
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 58, Nº. 2, 2013, págs. 279-302
• Idioma: español
• DOI: 10.1016/s0186-1042(13)71218-x
• Títulos paralelos:
  • Key drivers of loyalty towards online tourist services supplier
• Enlaces
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• Dialnet Métricas: 6 Citas
• Resumen
  • español

    El objetivo de este estudio es analizar los factores determinantes de la lealtad hacia los proveedores de servicios turísticos online a través de un modelo integrador de la influencia de la confianza en las webs turísticas con el marco conceptual de la teoría del comportamiento planificado (Theory of Planned Behaviour, TPB). El contraste de hipótesis se ha realizado a partir de una muestra de 305 compradores de billetes de avión en sitios online; para ello se utilizaron modelos de ecuaciones estructurales. Los resultados del estudio empírico indican que los constructos de dicha teoría (control percibido, norma subjetiva y actitud) ejercen una influencia significativa sobre la lealtad hacia el uso de Internet para la compra de billetes de avión. A su vez, cabe destacar la influencia positiva de la confianza en las variables del TPB. Finalmente, se plantean un conjunto de implicaciones relevantes para la gestión de empresas.

  • English

    The aim of this study is to analyze the factors determining loyalty towards online tourist services supplier with a model which integrates the influence of trust in tourism websites with the conceptual framework of the Theory of Planned Behaviour (TPB). The hypotheses were tested on a sample of 305 airline travel tickets online purchasers, with the use of structural equation models. The results of the empirical study suggest that the three variables of TPB (perceived control, subjective norm and attitude) positively influence loyalty towards Internet use to purchase airline tickets. The role of trust is especially relevant as it also boosts the effect of TPB variables. Finally, a set of managerial implications are considered.

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