TY - JOUR
T1 - Evolving Consumer Preferences
T2 - The Role of Attribute Shifts in Online Travel Agency Satisfaction and Loyalty
AU - Zhi, Luyao
AU - Ha, Hong Youl
N1 - Publisher Copyright:
© 2024 by the authors.
PY - 2024/12
Y1 - 2024/12
N2 - The attributes that people consider when selecting an online travel agency (OTA) change over time, affecting how consumer satisfaction and loyalty evolve. However, attribute weight shifts in subsequent OTA visits cannot be determined using a cross-sectional approach. Thus, this study investigates the linkage dynamics between satisfaction and loyalty intentions as OTA attribute weights shift over time. We also assess the moderating effect of sales promotions on this linkage across subsequent OTA visits. Using a two-time-lag survey methodology (T1 and T2), we obtain 329 usable data. Our findings demonstrate that the link between satisfaction and loyalty intentions strengthens as customers gain more experience with an OTA. While price and post-service quality weights increase sharply, the weights of security and ease of use decrease. Furthermore, our findings show that the moderating effect of sales promotions does not appear in the early stages of a consumer’s experience with an OTA. Our research is the first to offer a complete understanding of the role of sales promotions based on the satisfaction–loyalty mechanism, considering a broad range of OTA selection attributes.
AB - The attributes that people consider when selecting an online travel agency (OTA) change over time, affecting how consumer satisfaction and loyalty evolve. However, attribute weight shifts in subsequent OTA visits cannot be determined using a cross-sectional approach. Thus, this study investigates the linkage dynamics between satisfaction and loyalty intentions as OTA attribute weights shift over time. We also assess the moderating effect of sales promotions on this linkage across subsequent OTA visits. Using a two-time-lag survey methodology (T1 and T2), we obtain 329 usable data. Our findings demonstrate that the link between satisfaction and loyalty intentions strengthens as customers gain more experience with an OTA. While price and post-service quality weights increase sharply, the weights of security and ease of use decrease. Furthermore, our findings show that the moderating effect of sales promotions does not appear in the early stages of a consumer’s experience with an OTA. Our research is the first to offer a complete understanding of the role of sales promotions based on the satisfaction–loyalty mechanism, considering a broad range of OTA selection attributes.
KW - loyalty intentions
KW - sales promotions
KW - satisfaction
KW - selection attributes
UR - http://www.scopus.com/inward/record.url?scp=85213472271&partnerID=8YFLogxK
U2 - 10.3390/jtaer19040139
DO - 10.3390/jtaer19040139
M3 - Article
AN - SCOPUS:85213472271
SN - 0718-1876
VL - 19
SP - 2880
EP - 2895
JO - Journal of Theoretical and Applied Electronic Commerce Research
JF - Journal of Theoretical and Applied Electronic Commerce Research
IS - 4
ER -