Is/are customer satisfaction and trust mediating factors of loyalty for OTA-from China's case?

Abstract

The author studies the influencing factors of OTA customer loyalty by taking Qunar and Ctrip as an example. Based on the relevant theories, the author constructs a SEM model that affects OTA customer loyalty, including information ease of use, products and services, risk, switching costs as independent variables, satisfaction and trust as intermediate variables, and loyalty as dependent variables. Through questionnaire survey, data collection and analysis show that product and service, switching cost have a significant positive impact on customer satisfaction, trust and loyalty. Among them, the switching cost has the biggest effect on customer loyalty and trust. Products and services have the greatest impact on customer satisfaction. Satisfaction and trust have a significant positive impact on loyalty. As intermediary variables, pre-variables can indirectly affect OTA customer loyalty through satisfaction and trust.