The relationship between eService quality, eValue, eSatisfaction and eLoyalty in online tourism portals

Abstract

Customer satisfaction and loyalty are important drivers of business profits. In the online arena, acquisition costs are high, switching costs are low, the service encounter is non-personal and the Internet is often used only as a source of information. The aim of this article is to determine the relationship between critical elements utilised in online tourism portals in order to establish eLoyalty. The target population of this study was South African tourism accommodation establishments who advertised on online tourism portals during 2005. A personalised branded HTML email with a clickable link to the online survey was mailed to all respondents. One hundred and nine valid responses were received. A multi-item questionnaire was used to measure the relationship between eService quality, eValue, eSatisfaction and eLoyalty pertaining to online tourism portals utilised by the respondents. The findings imply that online tourism portals would increase their eLoyalty (and thus increase profits) if they first satisfied their suppliers’ needs by providing them with a secure, visually pleasing user interface with which they could identify. Secondly, there is a need for online tourism portals to provide services that add value, making it easy for suppliers to add and change details on their own pages, as well as ensuring that their suppliers receive a substantial income stream through the portal.