With Locals: Drivers of Customer E-loyalty at Online Travel Marketplace Withlocals

Greta Sauciukenaite

Student thesis: Master thesis

Abstract

The purpose of the thesis is to contribute to the understanding of customer e-loyalty and assess the impact of customer e-satisfaction, customer perceived value, e-trust and e-service quality on customer e-loyalty at online travel marketplace Withlocals. Moreover, the author aims to determine which factor has the strongest impact on customer e-loyalty. Based on the literature review, the author formulated six hypotheses. The author conducted the online questionnaire on social media platform Facebook and collected 144 responses from the customers of Withlocals. The sample consisted mainly of “Generation Y” (99.31%) respondents. The collected data was analyzed using SPSS Statistics 21.0 software. The author performed multiple regression analysis to assess the impact of customer e-satisfaction, customer perceived value, e-trust, and e-service quality on customer eloyalty. Additionally, the author verified customer perceived value and e-service quality impact on customer e-satisfaction. The results have indicated that customer e-satisfaction and e-trust have a positive and significant effect on customer e-loyalty. Furthermore, the author has determined that customer e-satisfaction has the strongest impact on customer e-loyalty at the online travel marketplace. Unexpectedly, the author has found that customer perceived value and e-service quality do not have a significant and positive impact on customer eloyalty. The results have also revealed that customer perceived value and e-service quality have a positive and significant impact on customer e-satisfaction. The author has provided the final model of customer e-loyalty at online travel marketplace Withlocals. The results contribute to the current knowledge of customer e-loyalty and its factors in the online environment. The author has collected and analyzed the data from one particular company in a specific industry, thus, the findings cannot be generalized to the whole industry. The study has several recommendations for the managers. The proposed model can imply online companies to enhance customer e-satisfaction as it is considered to be one of the major factors of customer e-loyalty Keywords: customer e-loyalty; customer e-satisfaction; customer perceived value; e-trust; e-service quality.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages89
SupervisorsJawwad Raja