A Review on Factors Influencing Customer Loyalty to Online Booking Websites for Tourism Services (Case Study: Alibaba Travel Agency)

The current study aims to review the factors influencing customer loyalty to online booking websites for tourism services at Alibaba Travel Agency. In terms of objective, the research is applied research, and it is descriptive and survey research in terms of method. The statistical population consists of customers of online booking websites for tourism services. Simple random sampling was utilized as the research method. After making sure of the designed scale's reliability and validity based on conducted calculations, the questioners were distributed among ۳۸۴ individuals. Exploratory factor analysis has been utilized in order to review the questioner validity. Cronbach's alpha was utilized in order to calculate the reliability, and questioner reliability is assessed to be highly desirable. Structural equation modeling technique has been utilized in order to determine the relations between the variables. Also, LISREL and SPSS statistical software were utilized in order to analyze the obtained data. Based on the research results, it was revealed that electronic customer satisfaction affects customer loyalty to Alibaba Travel Agency. Also, after reviewing the research secondary assumptions, it was revealed that website image, telephone support, website knowledge, and innovation influence customer loyalty.