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Airline website loyalty formation and the moderating effects of gender and education

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Abstract

The objective of this study is to analyse the moderating effects of gender and education on users’ loyalty to the website of an airline. We provide a tested model for greater understanding the effects of gender and education on the loyalty of experienced users in utilitarian purchasers of airline’s website. The results reveal that website quality, e-satisfaction, e-trust and affective e-loyalty are antecedents of conative e-loyalty in loyalty relationships between passengers and airline websites, as well as the importance of university education in the configuration of loyalty to the website. Consumers with university education are found to be more likely to purchase through the websites of airline companies than those without. Also, according to the most recent literature, the moderating effect of gender has been found non-significant in most of the causal relationships presented in the model studied.

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Authors and Affiliations

  1. Department of Economics and Business Organization, University of Barcelona, Diagonal 690, 08034, Barcelona, Spain

    Santiago Forgas-Coll & Ramon Palau-Saumell

  2. Department of Business Administration and Marketing, Jaume I University, Campus del Riu Sec, 12071, Castellón de la Plana, Spain

    Javier Sánchez-García & Juan Carlos Fandos-Roig

Authors
  1. Santiago Forgas-Coll
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  2. Ramon Palau-Saumell
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  3. Javier Sánchez-García
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  4. Juan Carlos Fandos-Roig
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Correspondence to Santiago Forgas-Coll.

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Forgas-Coll, S., Palau-Saumell, R., Sánchez-García, J. et al. Airline website loyalty formation and the moderating effects of gender and education. Serv Bus 7, 255–274 (2013). https://doi.org/10.1007/s11628-012-0153-y

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