The Impact of E-Satisfaction and Confidence Aspects on Web Site Loyalty in Terms of Online Shopping in Tourism: A Study on Domestic Tourists in Turkey

The objective of this study is to determine the e-satisfaction of local tourists in terms of on-line tourism and manifest its impact on overall satisfaction and furthermore, to establish the affiliation between satisfaction, trust and loyalty. The study population is comprised of local tourists accommodated in hotels who have purchased holidays in Antalya over the internet. A survey measuring e-satisfaction, trust and loyalty has been used as a data collection tool and data has been obtained from 348 participants in total. Descriptive analyses such as percentage, frequency were used to analyze the obtained data and statistical tests such as Confirmatory factor analysis (CFA) and reliability analysis were applied. Furthermore, Structural Equation Modeling (SEM) was used to analyze the association of e-satisfaction, trust and loyalty. The study results reveal that there is a positive association between e-satisfaction with trust and loyalty while trust and loyalty have a strong and positive association. In addition the e-satisfaction scales developed by Szymanski and Hise (2000), Mohamed and Moradi (2011) and Chung and Shin (2008) were ascertained in 6 dimensions. These dimensions are convenience, site design, service quality, security, product selection and informativeness to total 6 dimensions. Keywords: E-Satisfaction, Loyalty, Trust, Online Shopping, Tourism, Turkey