The Effects of Service Quality on Customer Relational Benefits in Travel Website

Relational benefits are important factors to build relationships with customers. As for our knowledge, no researches have focused on the relationships between service qualities of travel Website with each customer's relational benefits. However, on-line travel market has been growing faster than before. It is important to discuss this issue. This study explores the effects of travel Website service quality on the customers' relational benefits, and the relationships among customers' relational benefits, e-satisfaction, and e-loyalty. We investigate on-line customers who had have transactions with travel Website within one year and use LISREL software to test our hypotheses. The results reveal that: (1) when the service quality of travel Website is better in responsiveness, quality of information, and empathy, the customer will perceive more confidence benefits; (2) when the travel Website has more empathy, the customer will perceive more social and special treatment benefits; (3) when the customers perceive higher confidence, social, and special treatment benefits, they will have more e-satisfaction; (4) when the customers feel e-satisfaction of travel Website, they will be more e-loyalty; (5) when the travel website is responsiveness, it will influence directly the customers' e-loyalty.