The Role of Trust in the Satisfaction-behavioral Intention Chain

The purpose of this study is to provide a theoretical framework, and establish an understanding of how trust, satisfaction, and behavioral intention influence each other. Subjects are online panelists who purchased travel-related services at least once in the past six months. Statistical Package for the Social Sciences 18.0 (SPSS), and Moment structures (AMOS) 18.0 are utilized to examine this framework. This study follows Oliver’s four-dimensional construct of loyalty: cognitive, affective, cognative, and action loyalty. Results show that trust as a mediator between satisfaction, perceived value, and loyalty had better explanation ability than satisfaction as a mediator between perceived value and loyalty. Theoretical and practical implications are presented for the tourism industry