Antecedents of Customer Loyalty in Mobile Hotel Reservation Applications

Abstract

This study aims to identify the determinants of customer loyalty in mobile hotel booking applications (MOHOREAPP) in Turkey. The research developed a model integrating variables such as performance expectancy, trust, social influence, customer satisfaction, convenience, compatibility, perceived risk, and loyalty, which was examined using structural equation modeling. A survey was conducted, and data were collected from 511 MOHOREAPP users across Turkey. The results indicate that performance expectancy and trust have a significant relationship with MOHOREAPP customer satisfaction. It was found that performance expectancy and trust have a positive and significant effect on loyalty. Additionally, customer satisfaction, convenience, and compatibility have a positive effect on loyalty, while perceived risk has been identified to have a negative effect on loyalty. These findings provide important insights for companies developing mobile hotel booking applications, highlighting the areas to focus on to increase customer loyalty. Consequently, this study makes a critical contribution to understanding the factors that influence the loyalty of MOHOREAPP users and in shaping customer relationship strategies