Unpacking the influence of flight booking websites to e-loyalty: Empirical evidence from South East Asian Millennials
DOI:
https://doi.org/10.18089/tms.2020.160304Keywords:
Online booking websites, Millennials, Flight, E-LoyaltyAbstract
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.
References
Asian Development Bank. (2017). Asian Development Outlook 2017, p. 69. Manila: Asian Development Bank.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behaviour, 61, 103-113.
Cavagnaro, E., Staffieri, S., & Postma, A. (2018). Understanding millennials’ tourism experience: values and meaning to travel as a key for identifying target clusters for youth (sustainable) tourism. Journal of Tourism Futures, 4(1), 31-42.
Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & Management, 46(7), 411-417.
Chen, W.-K., Chang, D.-S., & Chen, C.-C. (2017). The Role of Utilitarian and Hedonic Values on Users' Continued Usage and Purchase Intention in a Social Commerce Environment. Journal of Economics and Management, 13(2), 193-220.
EMAMR. (2009). The 2009 Entertainment, Media & Advertising Market Research Handbook. Atlanta: Richard K. Miller & Associates.
Foroudi, P., Yu, Q., Gupta, S., & Foroudi, M. M. (2019). Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change, 138, 218-227.
Fu, X., Kang, J., & Tasci, A. (2017). Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand. Journal of travel & tourism marketing, 34(9), 1261-1273.
Google, & MediaCT, I. (2012). The 2012 Traveller. from http://www.biggestleaf.com/wp-content/uploads/2012_the-2012-traveler.pdf
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis (Vol. 5): Prentice hall Upper Saddle River, NJ.
Hamid, A. B. A., Mousavi, S. B., & Partovi, B. (2019). Managing E-Crm Towards Customer Satisfaction and Quality Relationship. Singapore: Partridge Publishing Singapore.
Huang, M. H. (2003). Designing website attributes to induce experiential encounters. Computers in Human Behaviour, 19(4), 425-442.
Huang, M. H. (2005). Web performance scale. Information & Management, 42(6), 841-852.
Jamshidi, D., Keshavarz, Y., Kazemi, F., & Mohammadian, M. (2018). Mobile banking behavior and flow experience. International Journal of Social Economics, 45(1), 57-81.
Kamal, S. B. M., Abdullah, D., Nor, N. M., Ngelambong, A., & Bahari, K. A. (2018). Hotel booking websites and their impact on e-satisfaction and e-loyalty: analysis on utilitarian and hedonic features. International Journal of Academic Research in Business and Social Sciences, 8(15), 160-177.
Ketter, E. (2020). Millennial travel: tourism micro-trends of European Generation Y. Journal of Tourism Futures. Advance online publication.
Kim, D. Y., & Park, S. (2020). Rethinking millennials: how are they shaping the tourism industry?. Asia Pacific Journal of Tourism Research, 25(1), 1-88.
Lin, H.-H., & Wang, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.
Mandal, P., & Vong, J. (2016). Development of Tourism and the Hospitality Industry in Southeast Asia. Singapore: Springer Science and Business Media Singapore.
Mang’unyi, E. E., Khabala, O. T., & Govender, K. K. (2018). Bank customer loyalty and satisfaction: the influence of virtual e-CRM. African Journal of Economic and Management Studies, 9(2), 250-265.
Martín-Consuegra, D., Díaz, E., Gómez, M., & Molina, A. (2019). Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations. Physiology & behavior, 200, 104-110.
Miller, R. L. (2017). SPSS for social scientists. New York: Macmillan International Higher Education.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 58(3), 20-38.
Olga, B., David, D. D., Dhameeth, G. S., Adam, S., & Elliott, S. (2018). The Millennials: Insights to Brand Behavior for Brand Management Strategies. Journal of Management and Strategy, 9(3), 1-17.
Pengnate, S. F., & Sarathy, R. (2017). An experimental investigation of the influence of website emotional design features on trust in unfamiliar online vendors. Computers in Human Behavior, 67, 49-60.
Quan, N., Chi, N., Nhung, D., Ngan, N., & Phong, L. (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1), 63-76.
Ritchie, B. W., Chien, P. M., & Sharifpour, M. (2017). Segmentation by travel related risks: An integrated approach. Journal of Travel & Tourism Marketing, 34(2), 274–289.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.
Su, Y. S., Chiang, W. L., Lee, C. T. J., & Chang, H. C. (2016). The effect of flow experience on player loyalty in mobile game application. Computers in Human Behavior, 63, 240-248.
Veiga, C., Santos, M. C., Águas, P., & Santos, J. A. C. (2017). Are millennials transforming global tourism? Challenges for destinations and companies. Worldwide Hospitality and Tourism Themes, 9(6), 603-616.
Wang, W. T., Wang, Y. S., & Liu, E. R. (2016). The stickiness intention of group buying websites: The integration of the commitment e-trust theory and ecommerce success model. Information & Management, 53(5), 625–642.
Willems, K., Brengman, M., & Van Kerrebroeck, H. (2019). The impact of representation media on customer engagement in tourism marketing among millennials. European Journal of Marketing, 53(9), 1988-2017.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 Tourism & Management Studies
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
The journal retains published articles’ copyrights, but they are simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-ND), which allows individuals’ to share the relevant papers as long as authorship and publication in this journal are duly acknowledged.
