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Switching Barriers in Online Travel Agencies: The Impact on Positive Word of Mouth

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This research attempts to clarify the different approaches followed in the literature to describe switching barriers. It helps identify and shed light on the wide variety of barriers that firms must manage. The study evaluates the role of switching barriers in online environments, distinguishing between positive and negative barriers, and examines the factors that favor positive recommendations to other customers. To test the causal relationships between switching barriers, trust, affective commitment, and positive recommendations, a model was constructed and estimated using the SEM methodology. The findings show that positive switching barriers affect positive recommendations both directly and indirectly through their effect on trust. Negative switching barriers, in contrast, only have a direct and negative effect on positive recommendations. It is fundamental for virtual travel agencies to be trained to recognize when their customers are staying willingly and when they feel locked into their relationships.
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Keywords: COMMITMENT; ONLINE TRAVEL AGENCIES; SWITCHING BARRIERS; TRUST; WORD OF MOUTH

Document Type: Research Article

Publication date: May 15, 2019

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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