Paper Title :Motivational Factors that Drive Customer Engagement and Customer Loyalty in Online Travel Services

Author :Risal Putrantara, Shafeera Sarah Arafah, Kurniawati

Article Citation :Risal Putrantara ,Shafeera Sarah Arafah ,Kurniawati , (2023 ) " Motivational Factors that Drive Customer Engagement and Customer Loyalty in Online Travel Services " , International Journal of Management and Applied Science (IJMAS) , pp. 61-70, Volume-9,Issue-3

Abstract : With the development of recent technology, there are plenty of travel services that shifted their working field from an offline store to online settings but not every online travel service can obtain customers or even make them as their regular customers. With self-determination theory, this study aims to investigate both intrinsic and extrinsic motivational factors that engage customers and will lead them as loyal customers in an online travel service context. In this research method using non-probability sampling with purposive sampling technique where the unit of analysis is customers who have experience using online travel service platforms. The method of analysis for this research is a structural equation model (SEM) using PLS. This research shows that intrinsic and extrinsic motivational factors have a positive effect on customers engagement and customers loyalty in online travel service. This managerial implication of this study is to better understanding on what motivational factors based on self-determination theory can do to get customer engagement in practices and on how understanding customer engagement can lead to building customer loyalty in the context of the online travel services industry. Keywords - Customers Engagement, Customers Loyalty, Online Travel Service, Self-Determination Theory

Type : Research paper

Published : Volume-9,Issue-3

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