Key drivers of services website loyalty |
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| Authors: | Silvia Sanz-Blas Isabel Pérez Perez |
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| Institution: | 1. Department of Marketing, Universitat de València, Avda. De los Naranjos s/n. 46022, Valencia, Spain;2. Department of Management and Accounting, Universidad Autónoma de Chiapas, 4+2 Carr. Tonalá-Paredón - 30500 Tonalá, Chiapas, México |
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| Abstract: | The ease of website comparison and strong price competition encourage users to constantly switch tourism service providers. The present work analyses how satisfaction, trust, and commitment can help to strengthen loyalty towards websites selling accommodation services. Moreover, special attention is paid here to evaluate the moderating effects of gender on the relationships between these variables. Structural equation models were used to test the hypotheses on a sample of 230 Mexican Internet users, online purchasers of tourist accommodation services. The results show significant differences between men and women's post-purchase behaviour with a higher influence in women of trust on commitment and of commitment on loyalty towards accommodation services websites. Managerial implications for accommodation websites are provided. |
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| Keywords: | loyalty Internet trust satisfaction commitment |
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