Examining the antecedents of e-loyalty intention in an online reservation environment

Online reservation has increased significantly in recent years. Understanding how customers behave towards this technology is considered to be important to interested parties, such as travel agencies and tourism marketing managers, in order to enable them to improve their marketing strategies, which would, in turn, allow them to retain their customers. This paper presents findings about the antecedents of e-loyalty intention towards online reservation among 288 respondents in the United Arab Emirates. The research examines the role of e-service quality, hedonic and utilitarian values, satisfaction, and subjective norms in motivating loyalty intention towards online reservation. The results show that e-service quality has a significant influence on hedonic and utilitarian values, which, in turn, affect customer satisfaction. Moreover, satisfaction and subjective norms positively affect e-loyalty intention towards online reservation.