Structural Equation Model of E-Loyalty of Factors Influencing in Thai Online Travel Agency Business
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Abstract
This research aims to 1) analyze the relationships between e-service quality, customer experience, service innovation, online consumer behavior, and e-loyalty with the competitive capability of hotel businesses operating through Thai online travel agents; 2) develop a structural equation model suitable for the Thai context; and 3) propose guidelines for developing competitive strategies for Thai online travel agents. This is quantitative research. The sample group consisted of 812 Thai customers who used online booking services and stayed at hotels in Thailand, selected through multi-stage sampling. The data collection tool was a questionnaire. Data were analyzed using Structural Equation Modeling (SEM). The research findings showed that e-service quality, customer experience, service innovation, online consumer behavior, and e-loyalty were significant factors. The structural equation model of influences affecting e-service quality in Thai online travel agents, analyzed through Structural Equation Modeling (SEM), revealed that the chi-square value was not significantly different from zero at the 0.05 level, with the following goodness-of-fit indices: χ² = 54.543, df = 43, p = 0.112, CFI = 0.998, GFI = 0.991, AGFI = 0.973, RMSEA = 0.018, Chi-square/DF = 1.268. It can be concluded that the structural equation model fits well with the empirical data, and the parameter estimates in the model are acceptable.
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