Antecedents to Online Travel Purchase: Role of Network Benefits, Pilgrimage Packages, Interactivity, Trust and Customer Reviews

Arpita Khare · Saumya Dixit · Subhro Sarkar

33 citations0/0 files storedJournal of Quality Assurance in Hospitality & Tourism

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Customers prefer apps over websites for travel search and booking. However, websites offer a competitive advantage over apps in terms of branding and CRM opportunities. Therefore, to retain customers on travel websites, this research investigated the role of monetary incentives resulting from network benefits, cultural adaptation of websites by offering pilgrimage packages, website interactivity, ease of information access, trust, and customer reviews on website continuance intention. Data was collected from 356 travel website customers. The results indicate that network benefits, interactivity, pilgrimage packages act as antecedents to trust, and customer reviews moderate trust and website continuance intention relationship.

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