Main Article Content
This paper investigated the impact of e-interactivity features on the behavioral and attitudinal loyalty to the Egypt air airline. The goal of the investigation is to examine perceived interactivity in a model which includes most commonly practiced by Egypt air website. More specifically, a model is constructed to confirm the relationship of e-interactivity (responsiveness, personalization/customization, playfulness, ease of use, connectedness) with e-satisfaction and loyalty. About 1500 questionnaire was downloaded on the Website of (Google forms) during the period (15 August -15 November 2017). It has been electronically sent to users of Egypt air website, at their Facebook accounts. Only 127 questionnaires were returned completed and useable packets. With a response rate 8.5%. The results revealed that all variables selected of einteractivity are correlated significantly with level of e-satisfaction. In addition, it was found that e-satisfaction contributes strongly to predict the loyalty in general and particularly the attitudinal loyalty.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors wishing to include figures, tables, or text passages that have already been published elsewhere are required to obtain permission from the copyright owner(s) for both the print and online format and to include evidence that such permission has been granted when submitting their papers. Any material received without such evidence will be assumed to originate from the authors.