Review of the factors influencing customer behavior and experience to online booking services for travel services

The aim of the current study is to examine the factors that influence customer loyalty to the travel booking websites of the travel agency Alibaba. In terms of objective, the research is applied research; in terms of method, it is descriptive and investigative research. The statistical universe consists of customers of online booking sites for tourist services. A simple random sample was used as the research method. After checking the reliability and accuracy of the designed scales using calculations, the researchers were divided into ۳۸۴ people. An exploratory factor analysis was used to test the validity of the questionnaire. Cronbach's alpha was used to calculate reliability, and interrogator reliability is considered highly desirable. The structural equation modeling technique was used to determine the relationship between the variables. The statistical programs LISREL and SPSS were also used to analyze the data obtained. Based on the research results, it was found that electronic customer satisfaction affects customer loyalty to the travel agency Alibaba. In addition, after testing the partial hypotheses of the study, it was found that website image, phone support, website awareness, and innovation affect customer loyalty.

کلیدواژه ها:

Customer Loyalty ، Customer Satisfaction ، Electronic Customers ، Website Image ، Telephone Support ، Website Knowledge ، Innovation