Antecedents of Customer Loyalty in Mobile Hotel Reservation Applications

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OPUS Toplum Araştırmaları Dergisi
Volume:21 Issue:1
Antecedents of Customer Loyalty in Mobile Hotel Reservation Applications

Antecedents of Customer Loyalty in Mobile Hotel Reservation Applications

Pages : 5-16

View : 72 | Download : 43

Publication Date : 2024-01-31

Article Type : Research Paper

Abstract :This study aims to identify the determinants of customer loyalty in mobile hotel booking applications (MOHOREAPP) in Turkey. The research developed a model integrating variables such as performance expectancy, trust, social influence, customer satisfaction, convenience, compatibility, perceived risk, and loyalty, which was examined using structural equation modeling. A survey was conducted, and data were collected from 511 MOHOREAPP users across Turkey. The results indicate that performance expectancy and trust have a significant relationship with MOHOREAPP customer satisfaction. It was found that performance expectancy and trust have a positive and significant effect on loyalty. Additionally, customer satisfaction, convenience, and compatibility have a positive effect on loyalty, while perceived risk has been identified to have a negative effect on loyalty. These findings provide important insights for companies developing mobile hotel booking applications, highlighting the areas to focus on to increase customer loyalty. Consequently, this study makes a critical contribution to understanding the factors that influence the loyalty of MOHOREAPP users and in shaping customer relationship strategies
Keywords : Sadakat, Mobil Otel Rezervasyon Uygulamaları, Mobil Ticaret, Konaklama

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