Abstract
This study aimed to examine the relationships between trust, perceived value and loyalty in tourist services. As the ecommerce has been increasing, it’s important to evaluate if trust in front line employees and trust in management policies and practices are central determinants of loyalty. From the standpoint of the consumer, the Internet is a tool for decision making and used to establish comparisons to help their buying decision. The literature review sought to contextualize commerce, trust, perceived value and loyalty in tourism, services marketing and relationship marketing. We conducted a quantitative and descriptive research, with 201 valid interviews, through an electronic survey. The collected data was analyzed using the Partial Least Squares method, allowing working with a small sample size. As results, we concluded that trust in frontline employees influences positively perceived value and loyalty, management policies and practices drive directly only perceived value, and perceived value influences loyalty.
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Dornas, K.B.H., de Mesquita, J.M.C., Patrocínio, R.F.d. (2015). The Relationship Between Trust, Value and Loyalty in the Internet Era: A Study in the Tourism Market. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_39
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