Online drivers and offline influences related to loyalty to airline websites

Online drivers and offline influences related to loyalty to airline websites

Journal: Air Transport Management

Author: Santiago Forgas , Ramon Palau , Javier Sánchez, Rubén Huertas-García

Published: 2012

Abstract

This paper explores users loyalty to airlines’ websites, by examining differences among users belonging to the Y, X and baby boomer generations. The results indicate that to obtain users loyalty to a company’s site, it is necessary to first, affective e-loyalty, through e-trust, which is also positively influenced by offline perceived value, e-satisfaction, and indirectly by e-quality. We also demonstrates that significant differences exist among the various generations, implying airlines need to fine-tune their online strategies retain customer loyalty.

Keywords: E-loyalty, E-trust, E-satisfaction, E-quality, Offline perceived value

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