The Mediating Role of E-Customer Satisfaction in Shaping E-Customer Loyalty: Empirical Evidence from Indonesia’s Travel Agency Sector
DOI:
https://doi.org/10.54392/ajir25210Keywords:
Ease of Use, E-Customer Loyalty, E-Customer Satisfaction, E-Trust, Information Quality, Privacy & SecurityAbstract
This study examines the mediating role of e-customer satisfaction in influencing e-customer loyalty within the context of online travel agencies (OTAs) in Indonesia. This research employs a quantitative design, using Structural Equation Modelling-Partial Least Squares (SEM-PLS) to tests the proposed hypotheses. The study employed a non-probability sampling technique to collect data from 235 individuals who actively use OTA websites or apps to purchase tourism products. The findings reveal that ease of use information quality, privacy, and security have a significant impact on e-customer satisfaction. Furthermore, e-customer satisfaction significantly influences e-trust and e-customer loyalty, while e-trust significantly impacts e-customer loyalty. This research contributes to the existing literature by elucidating the interplay between e-customer satisfaction and e-trust as critical factors for fostering e-customer loyalty. Additionally, the study offers actionable insights for OTA service providers to design and implement strategies aimed at strengthening customer loyalty.
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