Modelling e-Satisfaction and e-Loyalty of Online Travel Agencies (OTAs) in the Accommodation Sector
In the rapidly evolving online travel industry, digital technologies have transformed consumer behaviour, presenting both opportunities and challenges for online travel agencies (OTAs). One major challenge is the erosion of user loyalty, as users can easily switch between OTAs with a single click. T...
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| Format: | Thesis |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/46207/4/Kiew%20Jiet%20P%20ft.pdf |
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