JEFMS Journal

ABSTRACT:

On current situation, competition to get the highest number of visitors among online travel agents in Indonesia is getting tighter. Online travel agents have tried to create long-term relationships with customers, but for online travel agents, there is a situation can be happened about the service failure that can’t be avoided. Online travel agents need to adjust e-service quality, especially when a service failure occurs where quality service recovery through websites or applications needs to be provided. The level of e-service recovery satisfaction and e-commitment is felt to be very necessary to get e-loyalty. This study's objective is to analyze the role of e-service recovery satisfaction and e-commitment in building e-loyalty customers for online travel agents in Indonesia.
The analytical method in this study used the SEM-PLS (Structural Equation Model - Partial Least Square) method with a total of 232 respondents who were taken by purposive sampling from the customer that had used online travel agent during the last 2 years.
This study shows the results that e-recovery e-loyalty is influenced favorably by service quality and found that e-commitment has a role as a partial mediation in the relationship between e-recovery service quality and e-loyalty, while e-service recovery satisfaction does not act as a mediation e-recovery service quality on e-loyalty. The findings conclude that the positive experience of customers in experiencing e-recovery service quality allows online travel agents to get closer and build e-loyalty customers online travel agents in Indonesia.
This study's originality comes from its examination of the relationship between e-service recovery satisfaction and e-loyalty without using a mediator. This is possible because online travel agents in Indonesia are transitioning from conventional to Information Technology, where customers are divided into two generations with different needs and IT capabilities.

KEYWORDS:

e-recovery service quality, e-service recovery satisfaction, e-commitment, e-loyalty, online travel agent

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