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Pereira, H. & Salgueiro, M. F. (2020). The role of satisfaction when mediating loyalty: What’s for in online tourism purchases?. In The business of now: the future starts here – 20th Conference of European Academy of Management. Dublin: European Academy of Management.

H. M. Pereira and M. D. Salgueiro,  "The role of satisfaction when mediating loyalty: What’s for in online tourism purchases?", in The business of now: the future starts here – 20th Conf. of European Academy of Management, Dublin, European Academy of Management, 2020

@inproceedings{pereira2020_1716228110348,
	author = "Pereira, H. and Salgueiro, M. F.",
	title = "The role of satisfaction when mediating loyalty: What’s for in online tourism purchases?",
	booktitle = "The business of now: the future starts here – 20th Conference of European Academy of Management",
	year = "2020",
	editor = "",
	volume = "",
	number = "",
	series = "",
	publisher = "European Academy of Management",
	address = "Dublin",
	organization = "EURAM",
	url = "https://euram.academy/euram?service=info&d=past_conferences"
}

TY  - CPAPER
TI  - The role of satisfaction when mediating loyalty: What’s for in online tourism purchases?
T2  - The business of now: the future starts here – 20th Conference of European Academy of Management
AU  - Pereira, H.
AU  - Salgueiro, M. F.
PY  - 2020
CY  - Dublin
UR  - https://euram.academy/euram?service=info&d=past_conferences
AB  - The online market draws attention from the tourism industry due to its important evolution
and, nowadays, to its substantial dimension. The main objectives of this paper are: 1) to
investigate the influence of four relationship marketing dimensions on online tourism
customer satisfaction – customer needs, service quality, interactive marketing and
personalization; 2) to analyze the mediating effect of e-satisfaction level, on the relation
between these determinants and the formation of loyalty. A questionnaire was applied to a
sample of 3188 regular online buyers of the national leader in the tourism sector. The
statistical analyses were conducted within the Structural Equation Modeling framework. The
most important results have shown that there are three dimensions of relationship marketing
that significantly influence e-customer satisfaction – understanding customer needs, service
quality and personalization.
Results also show that there is a complete mediating effect of e-customer satisfaction in the
relationship between the relationship marketing dimensions and e-customer loyalty. Thus,
research results provide an important insight into how e-companies can pursuit and use
delight to highlight customers’ loyalty and, with this, to improve their competitive edge.
These results allow for a better understanding of customer specificities, with practical actions
aimed at their real needs and expectations.
ER  -