Relationship quality and e-loyalty towards online travel agency (OTA): social exchange theory perspective

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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...

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Bibliographic Details
Main Authors:	Hamid Rizal, Hanudin Amin, Lada Suddin
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2020
Online Access:	http://journalarticle.ukm.my/15650/ http://journalarticle.ukm.my/15650/1/40814-130370-1-SM.pdf

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