The Effect of Application Features and Commitment on Trust and E-Loyalty of Consumers Using Online Hotel and Flight Booking

Abstract

The purpose of this research was to study the effect of application features and commitment on trust and e-loyalty of consumers using online hotel and flight booking. The samples used in the study were collected from 385 respondents through the offline questionnaires. The statistics used in the data analysis were descriptive statistics which are percentage, mean, standard deviation and the inferential statistics used to test the hypothesis are Simple linear regression analysis. According to the results, it was found that the most of respondents were female between the ages of 26-33 years old with bachelor’s degree. Moreover, the most of respondents were the private company employee with the income of 15,000- 30,000 Baht. The majority of respondents used the application of hotel and flight booking were Traveloka type of service the application of hotel and flight booking were hotel booking, with being customers for 3 years. The frequency of they visit less than once a month. The majority of respondents spent 1,001-5,000 Baht for each time. In addition, the majority of respondents chose the application of hotel and flight booking because they thought the application had the application has convenience and they knew the application from seeing the advertises. The results of the hypothesis test showed that the importance of creating loyalty by focusing on both hedonic and utilitarian features which effects to customer loyalty. Affective commitment and calculative commitment are also influenced to trust and e-loyalty of the online hotel and flight booking application and trust is importance of e-loyalty.