Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
296
attribute for shopping online (Ahuja et al., 2003). Although loyalty program promotions represent just one short-
term strategic technique for increasing customer retention, being or absence of loyalty program has been empirically 
shown to have an important influence on online shoppers (Dowling & Uncles, 1997; Sharp & Sharp, 1997). 
Degeratu, Rangaswamy, and Wu (2000) found that brand names become more important online. In terms of 
standardized travel product, such as flights, accommodation, and car rentals, the case of travel products, the brand 
name could be a major driver for online purchasing. Others recommendations have also been found to influence 
online shopping behavior, for instance, recommendation sources range from traditional sources such as other 
consumers (e.g., Amazon.com) to personalized recommendations provided by recommender systems (
West et al., 
1999
). Furthermore, Ahuja et al. (2003) found the biggest concern of online travelers was privacy and security and 
followed by the lack of customer service, the inability to reach someone if the consumer has a problem while 
shopping, post-purchase service problems, and lack of social interaction. Jeong and Lambert (2001) suggested that 
the perceived quality of information on the website is considered as one of the critical factors on customer’s final 
decision, while Leblanc (1994) found that location and access were integral in transacting with vendors. 
Further studies have examined the factors that make e-customers satisfied with their online experience. For 
instance, Szymanski and Hise (2000) found that convenience, product information, website design, and financial 
security are the most important factors driving online-specific satisfaction, while Bansal and Voyer (2000) found 
support that website characteristics, such as ease of use, product selection, information availability, and price were 
major drivers of overall web satisfaction, while customer service played a significant but lesser role. Furthermore, 
they found a link between website characteristics and consumer stickiness-or time spent- on a particular website. 
Consumers’ post-purchase behavior may vary according to the relative importance of product attributes such as 
satisfaction (Millán & Esteban, 2004; Rodríguez et al., 2006), complaint intentions (Singh, & Wiles, 1996; Singh, 
1988; Kim, Kim, Im, & Shin, 2003; Voorliees & Brady, 2005), and switching intentions (Keaveney, 1995; Roos, 
Bo, & Anders, 2004). Customer satisfaction with travel agency services is sometimes determined by elements in the 
service encounter including empathy, reliability, service environment, efficiency, and offering of recommendations 
and suggestions (Millán & Esteban, 2004). Furthermore, the finding of Voorliees and Brady (2005) supported the 
findings of the Kim et al. (2003) and Singh and Wilkes (1996) indicating that perceived service and or the actual 
actions and attitudes of employees play an important role in determining whether customers complain. Service 
literature also examined that customer switching intention has been related to perceptions of quality (Keaveney, 
1995) and customer loyalty (Roos et al., 2004), suggesting that these variables and relationships may be useful in 
predicting their willingness to purchase in the future behaviors. The following hypotheses regarding the relationship 
between online travel product attributes and post-purchase behaviors are proposed. 
H
1
: Online travel product attributes will positively influence on traveler’s post-purchase behaviors. 
H
1-1
: Online travel product attributes will positively influence traveler’s overall satisfaction. 
H
1-2
: Online travel product attributes will positively influence traveler’s complaint intention. 
H
1-3
: Online travel product attributes will positively influence traveler’s switching intention.