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Search and Compare drives Satisfaction - Virtues of online ticketing for air travelers
2022
International Journal of Customer Relationship Marketing and Management
Ability to easily search and then compare items is an advantage that online platforms have over bricks and mortar formats. In such an intensely competitive airline market, this paper investigates if this exploration experience satisfies the traveler during air ticket booking, by applying the stimulus organism response model. An empirical study is used to test the proposed model by applying the structural equation modeling and interaction effects. The model describes the extent by which
doi:10.4018/ijcrmm.290417
fatcat:nvlkjz54tbdoreblsza7q5eody