Electronic loyalty define the customer’s desirable approach an electronic firm outcome in repeat purchase behaviour (Zeithaml et al. 1996). Anderson and Srinivasan (2003) also define e-loyalty as the customer’s positive attitude toward an online organization resulting in repeat purchasing behaviour. Schultz and Bailey (2000) namely online customer or brand loyalty as a progress from the traditional product or service driven, marketer managed concept to an allocation driven, client managed, and technology-facilitated concept. Gommans et al. (2001) claim that the concept of e-loyalty spreads regular brand loyalty concept to online customer behaviour. Traditional brand loyalty and the recently determined phenomena of e-loyalty are particular aspects of it in space of internet based marketing and purchaser behaviour, despite the crucial theoretical infrastructures of those are mainly similar (Gommans et al. 2001).
This research defines e-loyalty as the noticed loyalty towards a hotel booking website with purpose to either repurchase or revisit the website in the future. According to Taylor and Baker (1994) building customer loyalty is essential to business’s strategy and survival, and has efficiency to rise incomes and profitability (Anderson and Mittal 2000; Schultz and Bailey 2000; Bilgihan and Bujisic 2014)