Unpacking the influence of flight booking websites to e-loyalty: Empirical evidence from South East Asian Millennials

• Donny Susilo ^[1]
  1. [1] Asia University

     Asia University

     Japón

     
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 16, Nº. 3, 2020, págs. 37-50
• Idioma: inglés
• DOI: 10.18089/tms.2020.160304
• Títulos paralelos:
  • Revelando a influência dos sites de reservas de voos para a lealdade eletrónica: evidência empírica dos Millennials do Sudeste Asiático
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    This study aims to understand how Southeast Asian Millennials become loyal to a flight booking website, using the results of an online survey and a E-loyalty model, and structural equation modeling. The findings show that good utilitarian features of websites can significantly increase brand equity and positive online experience (flow) of website users while good hedonic features of websites can significantly increase positive online experience and trust of website users. Brand equity, positive online experience and trust have a direct and significant effect on e-loyalty. When the brand equity of a website, positive online experience and trust of website users are higher, the e-loyalty of millennial customers towards the website is higher. The effect of utilitarian features on trust and hedonic features on brand equity are found to be insignificant. Nevertheless, all the other hypotheses are accepted. This study has successfully expanded Bilgihan’s E-loyalty model application to a different product (flight booking websites) and geographical location (Southeast Asia), proving its generalizability.

  • português

    Este estudo visa entender como os Millennials do sudeste asiático se fidelizam a um site de reservas de voos, usando os resultados de uma pesquisa online e um modelo de lealdade eletrónica e modelagem de equações estruturais. Os resultados mostram que boas características utilitárias do site podem aumentar significativamente o valor da marca e a experiência online dos utilizadores, enquanto as características hedónicas do site podem aumentar significativamente a experiência online e a confiança dos utilizadores. O valor da marca, a experiência online e a confiança têm um efeito direto e significativo na lealdade eletrónica. Quando o valor da marca, a experiência online e a confiança dos utilizadores são mais elevados, a lealdade eletrónica dos clientes Millennials é maior. O efeito das características utilitárias na confiança e das características hedónicas no valor da marca é insignificante. No entanto, todas as outras hipóteses são aceites. Este estudo expandiu com sucesso a aplicação do modelo de lealdade online de Bilgihan para um produto diferente (sites de reserva de voos) e localização geográfica (sudeste da Ásia), comprovando a sua generalização.

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