DOI: 10.36347/sjebm.2015.v02i04.005

Pages: 340-354

This study aimed at investigating the factors that affect Airlines customer’s Loyalty toward electronic ticketing In Jordan. Based on the literature review, a number of carefully selected variables were adopted which consist of five independent variables (trust, price fairness, convenience, privacy and payment methods), a mediator variable (customer satisfaction) and the dependent variable (customer loyalty). To achieve this objective, several hypotheses were formulated and tested using SmartPLS 2.0 M3release to determine the interactions between the various factors. A questionnaire consisting of 31 five point likert scale type items were adapted and distributed to a convenience sample of 400 respondents. 325 questionnaires were suitable for analysis with a response rate of 81%. The results showed that trust, price fairness, and convenience have a positive direct effect on customers’ satisfaction and an indirect effect (through satisfaction) on customers’ loyalty, while the privacy and payment methods have no direct effect on satisfaction nor indirect effect (through satisfaction) on loyalty. Based on the study findings a number of recommendations were suggested and some future researches are proposed.