The determinants affecting e-loyalty: Hospitality industry in Indonesia

Abstract

The aim of this study was to determine the effect of e-marketing and e-service quality on e-satisfaction and its impact on e-loyalty. This research was conducted on customers in Jakarta. Data were collected from a sample of 100 respondents. The data were analyzed using path analysis. The result of this study found that e-marketing did not affect the e-satisfaction. E-marketing and e-service quality had an influence on e-satisfaction. E-satisfaction had an influence on e-loyalty. E-marketing and e-service did not influence e-loyalty. Based on the results of this study, we suggested that hotels should develop their website with interesting and detailed features for e-marketing and also provide live chat service for increasing e-service quality. E-satisfaction can be supported by customer satisfaction surveys on a regular basis or to be a part of the standard operating procedure, whereas customer loyalty programs need to be developed in the near future to build customers' e-loyalty.