THE EFFECTS OF E-SERVICE QUALITY OF TRAVEL AGENTS ON CUSTOMER SATISFACTION AND LOYALTY: THE CASE OF ANKARA

Abstract

Author(s): Ali Turan BAYRAM• R. Pars ?AHBAZ

In this study, the elements of e-services quality and the effects of e-services quality on customer satisfaction and customer loyalty were examined. Within the study, the survey was conducted to 492 people who purchased touristic services via the travel agencies website. The data obtained from survey were prepared by utilizing a variety of study in the literature has been subjected to statistical analysis such as frequency analysis, factor analysis and path analysis were made within the study. As a result, it is determined that total e-services quality consists of two sub dimensions which perceived quality before purchasing services (ease of use, design, accessibility) and perceived quality after purchasing services (security, support, encouragement, personalization) and has been a satistically significant effect above customers satisfaction and customers loyalty. Based on the results, Recommendations are presented to e-services of travel agencies

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