An Analysis of how Customer Value, Service Innovation, and Brand Image Influence Chinese Online Travel Agency Customer Satisfaction and Loyalty

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dc.contributor.authorSun, Lei
dc.contributor.authorChamsuk, Wawmayura
dc.contributor.authorSaengnoree, Amnuay
dc.contributor.authorSornsaruht, Puris
dc.date.accessioned2026-08-06T10:43:52Z
dc.date.available2026-08-06T10:43:52Z
dc.date.issued2024-01-01
dc.description.abstractThis study examines the relationships between customer value (CV), service innovation (SI), OTA brand image (IM), e-customer satisfaction (ECS), and e-customer loyalty (ECL) in the online travel industry. From February to March 2023, the authors collected and analyzed opinions from 361 Chinese online travel agency (OTA) users via confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) with AMOS Version 22. SPSS for Windows Version 24 was employed for descriptive statistics. The analysis revealed positive direct effects of CV (0.45), SI (0.60), and IM (0.35) on ECS, highlighting their importance in shaping customer satisfaction. ECS also had a strong direct effect on ECL (0.75), emphasizing its role in driving loyalty. Additionally, CV and IM had indirect impacts on the ECL through the ECS (0.34 and 0.26, respectively). The model explains 82% of the variance in ECS and 89% in ECL. These findings offer strategic insights for OTAs, stressing the importance of enhancing CV, SI, and IM to improve ECS and ECL. The study discusses theoretical and practical implications, highlighting the importance of a customer-centric approach in the online travel industry.
dc.identifier.citationPakistan Journal of Life and Social Sciences, 22(2), 5703-5723, 2024
dc.identifier.doi10.57239/PJLSS-2024-22.2.00425
dc.identifier.issn17274915
dc.identifier.other2-s2.0-85205774558
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/15043
dc.sourcePakistan Journal of Life and Social Sciences
dc.subjectcustomer loyalty
dc.subjectcustomer satisfaction
dc.subjectcustomer value
dc.subjectonline travel agency (OTA)
dc.subjectservice innovation
dc.subjectThailand
dc.titleAn Analysis of how Customer Value, Service Innovation, and Brand Image Influence Chinese Online Travel Agency Customer Satisfaction and Loyalty
dc.typeArticle

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