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Adm. Sci. 2018, 8(3), 48;

Reviewing the Online Tourism Value Chain

Marketing Department, University of Zaragoza, Facultad de Economía y Empresa, 2, 50005 Zaragoza, Spain
Author to whom correspondence should be addressed.
Received: 18 July 2018 / Revised: 7 August 2018 / Accepted: 16 August 2018 / Published: 22 August 2018
(This article belongs to the Special Issue Customer Loyalty and Brand Management)
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The booking purchase process in B2C tourism online from the perspective of the quality-satisfaction-loyalty value chain has scarcely been investigated. The measurement models of the variables are not unified and essential variables, as transaction costs, need more research in order to achieve a comprehensive model of the digital tourist purchase process. This research is aimed at solving this gap through the proposal of a theoretical structural model, which is tested for the Spanish context. The results show that the measurement of website-perceived quality must include utilitarian and hedonic aspects, which can provide a competitive advantage to acquire and retain customers. Perceived quality and transaction costs determine customer’s satisfaction and, ultimately, repurchase intentions or brand loyalty. Prices are found as mediator variables fostering the effect of quality on satisfaction, and non-monetary costs act as a cause of satisfaction. The online B2C tourism business must implement efficient internal and external processes to justify perceived costs. View Full-Text
Keywords: B2C tourism online; online booking purchases; re-purchase intentions; satisfaction; transaction costs; value chain; website quality B2C tourism online; online booking purchases; re-purchase intentions; satisfaction; transaction costs; value chain; website quality

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Berne-Manero, C.; Gómez-Campillo, M.; Marzo-Navarro, M.; Pedraja-Iglesias, M. Reviewing the Online Tourism Value Chain. Adm. Sci. 2018, 8, 48.

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