Relationship Quality and E-Loyalty towards Online Travel Agency (OTA): Social Exchange Theory Perspective

Hamid Rizal, Hanudin Amin, Lada Suddin, Stephen Liason Sondoh Jr., Chen Jung Ku

Abstract


ABSTRACT

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 tourists in Sabah, Malaysia. For our data purification and paths analysis, we employed structural equation modeling using PLS-SEM. The initial analysis of the current framework produces strong nomological validity. The path-coefficient analysis indicates that all dimensions of communication, transaction and relational have strong correlations as reliable antecedents for both trust and satisfaction. Correspondingly, the findings indicate that both of our latent constructs of relationship quality positively influence consumers’ sense of e-loyalty towards OTA. The bootstrapping analysis also offers credence on the relationship quality of trust and satisfaction as a significant mediator for e-loyalty. Limitations and recommendations for future research are also discussed and noted.

Keywords: Social exchange theory; communication; transaction; relationship quality; e-loyalty; online travel agency

ABSTRAK

Dengan mengunakan teori pertukaran sosial sebagai dasar, kajian ini memperluaskan model merit ICTR dan mengkaji korelasi komunikasi, urus niaga, dan hubungan terhadap kualiti hubungan dan e-kesetiaan terhadap agensi pelancongan dalam talian (OTA). Data untuk kajian ini dikumpulkan dengan menggunakan seramai 190 orang pelancong di Sabah, Malaysia. Bagi tujuan pemurnian dan analisis data, kami menggunakan analisis pemodelan persamaan struktur dengan menggunakan PLS-SEM. Analisis awal rangka kerja semasa menghasilkan kesahan nominal yang kuat. Analisis koefisien membuktikan kesemua dimensi yang dikaji yang meliputi komunikasi, transaksi dan hubungan mempunyai korelasi yang kuat sebagai pendahuluan yang boleh dipercayai untuk kedua-dua konsep kepercayaan dan kepuasan. Sejajar dengan itu, penemuan daripada kajian ini turut menunjukkan bahawa kedua-dua pembolehubah laten bagi kualiti hubungan secara positif mempengaruhi e-kesetiaan pengguna terhadap OTA. Analisis bootstrapping turut menawarkan kesahihan terhadap konstruk kualiti hubungan yang terdiri daripada kepercayaan dan kepuasan sebagai mediator penting kepada e-kesetiaan. Batasan-batasan dan cadangan untuk penyelidikan masa depan juga turut dibincangkan.

Kata kunci: Teori pertukaran social, komunikasi, transaksi, kualiti hubungan, e-kesetiaan, agensi pelancongan dalam talian


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