The effects of relationship characteristics on customer behaviour: a comparison of independent and corporate online travel agencies

Abstract

As information technology has advanced, the popularity of online travel agencies (OTAs) has grown dramatically. Here, we describe a comprehensive model that captures the impacts of relationship-related characteristics on the behaviour of OTA customers. We conducted an analysis based on a survey of 302 OTA platform customers using partial least squares structural equations. Our results demonstrate the relative impacts of relationship attributes (economic exchange, social exchange, mutual interest, and social interest) on satisfaction and consumer trust. Economic exchange and mutual interest are critical to improving both satisfaction and trust, which can lead to OTA loyalty. Multigroup analysis reveals that the impact of economic exchange on trust is significant only among customers of corporate OTAs, whereas the impact of mutual interest is greater among those using independent OTAs. Women and younger customers prioritise economic and social exchanges, while men and older customers focus on self-interest and mutual interests. This study expands our understanding of relationship characteristics and can help OTAs develop targeted strategies based on differences in demographics and business models.