In the hotel sector, the strong competition characterising contemporary’s commerce environment has appeared to creating of powerful organization and customer relationship (Ndubisi 2007). Relationship marketing has appeared in the several years ago as an exciting filed of marketing that address in building retention customer and long-term relationship with customer (Caceres and Paparoidamis 2007). In the competitive online hotel reservation marketplace, electronic customer loyalty has been a long attention as a critical issue. For any firms, an increasing numeral of loyal customer will lead to lower performing costs and loyal customers support referrals (Sindell 2000).