Title: What hooks customers into using online reservation portals: a multichannel perspective

Authors: Mohammad Ahmad Al-Hawari

Addresses: College of Business Administration, University of Sharjah, P.O. Box 27272, Sharjah, United Arab of Emirates

Abstract: The purpose of this study is to investigate and compare how offline and online factors influence customers' e-loyalty intentions within the airline online booking context. A convenience sample was selected. Primary data were collected using a pencil-and-paper survey, and AMOS 18 was used to test the hypothesised relationships. I found that online factors have a stronger influence compared with offline factors on customers' e-loyalty intentions. The key contribution of this paper is a conceptualisation of the predictors of customers' online booking services that takes into account the important offline and online factors cited in the literature.

Keywords: service quality; offline factors; online factors; online reservation portals; value; e-loyalty; image; trust; airline online booking services; customer loyalty; airline bookings; flight bookings.

DOI: 10.1504/IJECRM.2013.054073

International Journal of Electronic Customer Relationship Management, 2013 Vol.7 No.1, pp.1 - 20

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 16 May 2013 *

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