Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective
Drawing from the social exchange theory, the study extends the merits model of ICTR and examine the correlation of communication, transaction, and relational on relationship quality and e-loyalty towards the online travel agency (OTA). The data for the present study were collected from 190 tourist...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/15650/ http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf |
| _version_ | 1848813850384662528 |
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| author | Hamid Rizal, Hanudin Amin, Lada Suddin, |
| author_facet | Hamid Rizal, Hanudin Amin, Lada Suddin, |
| author_sort | Hamid Rizal, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Drawing from the social exchange theory, the study extends the merits model of ICTR and examine the correlation
of communication, transaction, and relational on relationship quality and e-loyalty towards the online travel
agency (OTA). The data for the present study were collected from 190 tourists in Sabah, Malaysia. For our data
purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis
of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all
dimensions of communication, transaction and relational have strong correlations as reliable antecedents for
both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship
quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers
credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations
and recommendations for future research are also discussed and noted. |
| first_indexed | 2025-11-15T00:24:44Z |
| format | Article |
| id | oai:generic.eprints.org:15650 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:24:44Z |
| publishDate | 2020 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:156502020-11-13T02:37:56Z http://journalarticle.ukm.my/15650/ Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective Hamid Rizal, Hanudin Amin, Lada Suddin, Drawing from the social exchange theory, the study extends the merits model of ICTR and examine the correlation of communication, transaction, and relational on relationship quality and e-loyalty towards the online travel agency (OTA). The data for the present study were collected from 190 tourists in Sabah, Malaysia. For our data purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all dimensions of communication, transaction and relational have strong correlations as reliable antecedents for both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations and recommendations for future research are also discussed and noted. Penerbit Universiti Kebangsaan Malaysia 2020 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf Hamid Rizal, and Hanudin Amin, and Lada Suddin, (2020) Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective. Jurnal Pengurusan, 58 . pp. 1-15. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/1283 |
| spellingShingle | Hamid Rizal, Hanudin Amin, Lada Suddin, Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective |
| title | Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective |
| title_full | Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective |
| title_fullStr | Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective |
| title_full_unstemmed | Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective |
| title_short | Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective |
| title_sort | relationship quality and e-loyalty towards online travel agency (ota): social exchange theory perspective |
| url | http://journalarticle.ukm.my/15650/ http://journalarticle.ukm.my/15650/ http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf |