Abstract
Most tourism consumers who book tourism services online are likely to be selective and technologically literate. Online travel agencies must therefore evolve if they want to compete. This study tests the following hypothesis: perceived e-service quality is a multidimensional construct that directly and positively affects perceived e-service value. Furthermore, perceived e-service value directly and significantly affects consumer loyalty toward online travel agencies. Results provide evidence of a causal relationship between these three constructs: perceived e-service quality, perceived e-service value, and consumer loyalty.
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