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Customer Satisfaction with and Loyalty towards Online Travel Products: A Transaction Cost Economics Perspective

Kim, YG and Li, G (2009) Customer Satisfaction with and Loyalty towards Online Travel Products: A Transaction Cost Economics Perspective Tourism Economics, 15 (4). 825 - 846. ISSN 1354-8166

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Abstract

This study examines the usefulness of the theory of transaction cost economics (TCE) for the online travel market and investigates customer satisfaction and loyalty with the transaction cost over the Internet taken into account. Using structural equation modelling (SEM), the authors identify the relationships among the antecedents (uncertainty, personal security and buying frequency), the mediating variable (transaction costs) and endogenous constructs (customer satisfaction and loyalty). The findings suggest that the satisfaction and loyalty of customers purchasing travel products over the Internet are affected negatively by transaction costs, which are determined by uncertainty, personal security and buying frequency. Moreover, a significantly negative relationship is identified between buying frequency and customer satisfaction.

Item Type: Article
Additional Information: Copyright 2009 IP Publishing Ltd. Reproduced by permission.The journal web site is located at www.ippublishing.com
Uncontrolled Keywords: transaction cost economics, TCE, transaction costs, online travel products, satisfaction, loyalty, ELECTRONIC MARKETS, SUPPLY CHAIN, INTERNET, BEHAVIOR, MODEL, FIRM, COMMUNICATION, OPPORTUNISM, ANTECEDENTS, ACCEPTANCE
Divisions: Faculty of Business, Economics and Law > Hospitality and Tourism Management
Depositing User: Symplectic Elements
Date Deposited: 15 Dec 2011 13:35
Last Modified: 23 Sep 2013 18:49
URI: http://epubs.surrey.ac.uk/id/eprint/7600

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