The Effects of Service Quality, Brand Loyalty, and Customer Satisfaction on Repurchase Intention: An Empirical Case Study of Online Travel Agents in Taiwan

Abstract

The rise of online travel agents (OTA) has substantially changed the ecology of the tourism industry, which in turn has impacted the market of traditional travel agencies. Although OTA is a future tourism trend, there is still much room for improvement in terms of its brand and customer service. Therefore, this study investigates the relationships among customer satisfaction, brand loyalty and consumer repurchase intentions from the perspective of service quality, and form a conceptual model for constructing consumer repurchase intentions. This study conducted a structural equation model (SEM) analysis of 226 samples. Based on the analysis results, there were two findings: First, for the influencing factors of consumer repurchase intentions, the positive direct impact of service quality is higher than brand loyalty and customer satisfaction. Second, in the proposed model, brand loyalty and customer satisfaction play the mediation variable between service quality and repurchase intention. The service quality will not only directly affect the repurchase intention, but also has an indirect impact through brand loyalty and customer satisfaction.