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Advances in Social Sciences Research Journal – Vol.7, No.11

Publication Date: November 25, 2020

DOI:10.14738/assrj.711.9321.

Ahmad, T. S. A. A. (2020). Impact Of E- Interactivity Features On The Behavioral And Attitudinal Loyalty To Egypt Air Airline. Advances in

Social Sciences Research Journal, 7(11) 55-87.

Impact Of E- Interactivity Features On The Behavioral And

Attitudinal Loyalty To Egypt Air Airline

Prof. Tarek Sayed Abdel Azim Ahmed

Department of Tourism Studies, Faculty of Tourism and Hotels,

Minia University, El Minya, Egypt

ABSTRACT

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.

Key words: e-interactivity, e-satisfaction, loyalty.

INTRODUCTION

Currently, airline industry is one of the most growing business sectors (Yoopetch and Amaranonta,

2016). Generally, companies lose their e-customers due to the severe competition (Safa and Ismail,

2013). Therefore, the airlines should find the ways to outperform their opponents (Kwong et al.,

2009) and to win customers and encourage them to stay loyal (Amoako, 2012) by searching for

innovative techniques to increase their satisfaction (Yoopetch and Amaranonta, 2016) through

realizing their endless expectations (Romadhoni et al., 2015).

Presently, the new technologies have played a central role in the human life (Khaligh et al., 2012).

With rapid growth and extensive use of the Internet in the marketing practices of firms, website

features have received much attention from both academicians and from marketers (Jih et al., 2010;

Zeithaml et al., 2002) to take advantage of this tool (Lau et al., 2011) which became essential in

carrying out daily business operations (Jih et al., 2010). In the framework of e-CRM, boost user

satisfaction is essential (Krishnan & Ramaswamy, 1999) to generate greater customer loyalty and

sales (Viljoen et al., 2005).

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Advances in Social Sciences Research Journal (ASSRJ) Vol.7, Issue 11, November-2020

Interest in the concept of “interactivity” is considered as an important element in commercial

website design and the technologies available for online marketers (Bezjian-Avery et al., 1998). It

is necessary to have a broad understanding vis-à-vis the impact of interactivity on customers‟

loyalty to the website (Jih et al., 2012). As a paradigm, interactivity has been under theorized, and

as a variable, unwell operationalized (Walther et al., 2005). In addition, little attention has been paid

to how e-interactivity might be more completely applied (Johnson et al., 2006). There are still major

problems with websites concerning interactivity: remarkably many are extremely hard to navigate,

provide incomplete information or answer inquiries (Srinivasan et al., 2002).

Customer satisfaction is well-known as a key factor leading to sustainable business performance

(Kwong et al., 2009). So, organizations do their best to identify the behavior of customers and satisfy

their needs (Arshad et al., 2014). E-consumer behavior seems to be more complex the as his

expectations are changing (Eid, 2011; Lau et al., 2011).

Electronic loyalty (e-loyalty) is defined as “a virtual consumer willingness to visit the website

continuously or consider purchasing something from the relevant websites” (Cry et al., 2005;

Koernig, 2003). Customer loyalty as the final goal of relationship marketing becomes very

important in e-commerce (Cry, 2005; Koernig, 2003). Retaining customers is financial imperative

for an electronic retailer as attracting new customers in online store is more costly (Reichheld &

Schefter, 2000). So, companies must establish e-loyalty to keep customers (Romadhoni et al., 2015).

In spite of the importance of e-interactivity, this subject has been given little attention from

academicians. Furthermore, there are relatively little practical researches that methodically

examine the influences of interactivity in airline industry (Lee, 2005).

Although loyalty studies go back a long way around 100 years, customer loyalty is still regarded as

a very recent research subject (Copeland, 1923). Cited: (TaghiPourian and Bakhsh, 2015, p.48).

Research into customer e-loyalty is still relatively new. The interest in research into eloyalty has

grown since the approval of the Internet as a tool for selling products and services (Ponirin, 2011).

This study therefore proposes a research model for understanding the impact of e-interactivity on

satisfaction and loyalty. Problem of research is represented in the following two questions:

• Do e-interactivity features cause customers‟ e- satisfaction?

• Does e-satisfaction contribute to predict the level of loyalty to Egypt Air Company?

Therefore the main problem of research is if there is a relationship between e-interactivity and

customers‟ satisfaction and loyalty toward Egypt Air Company.

The primary goal of this investigation is to validate a model to evaluate the impact of perceived

interactivity features in creating e-loyalty to Egypt air airline. Specifically, perceived interactivity

modeled as a formative construct that includes (responsiveness, customization, playfulness, ease of

use, connectedness) is proposed to influence satisfaction and loyalty. It also examines the role of e- satisfaction as a mediating variable of e-loyalty relationship. The contributions of this study are

expected to be academic and practical oriented. For instance, exploring the influence of e- interactivity features on their satisfaction and loyalty will provide practical basis and motivations

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URL: http://dx.doi.org/10.14738/assrj.711.9321 57

Ahmad, T. S. A. A. (2020). Impact Of E- Interactivity Features On The Behavioral And Attitudinal Loyalty To Egypt Air Airline. Advances in Social Sciences

Research Journal, 7(11) 55-87.

for Egypt air to adopt strategies targeted at satisfying passengers in order to gain loyalty-which

ultimately is noted to lead to loyalty. On the academic side, the current study is expected to generate

new literature on interactivity dimensions.

The paper is arranged as follows: A theoretical review, the conceptual framework and hypotheses

will firstly be presented. Thereafter the methodology, data analysis and conclusions are discussed.

The final section presents the managerial implications, limitations and recommendations for future

research.

LITERATURE REVIEW

Interactions

The topic of interactivity has been discussed in diverse fields. Most current research on interactivity

focuses on the mutual nature of the information flow between communicating parties (e.g., Auger,

2005; Johnson et al., 2006). The interaction happens among the service provider and customer. If

this relationship between these two parties is well developed, the firms will realize their objectives

(Bojei and Alwie, 2010). In this context, website interactivity is seen as fundamental high-tech

know-how for a business to produce a durable relationship with its consumers (Neelotpaul, 2011).

Auger (2005) suggests that interactivity is one of the most essential design elements in any

profitable Website. Website interactivity is seen as a central determinant for building brands

(Voorveld et al., 2013). Interactivity has been regarded as the central component of communication

process and an important component for effective online marketing (Bezjian-Avery et al., 1998;

Hawkins et al., 2010; Ariel and Avidar, 2015).

Lilleker and Malagón (2010) recommend that Website designers should include interactivity when

designing websites for commercial businesses. Wu (2005) also recommends that actual and

perceived interactivity should be considered together so as to get a comprehensive image of

interactivity. The importance of interactivity for Internet-based e-commerce arises mainly from its

capability to have positive impact on customer perception and behavior (Schlosser, 2000).

There are various ways how interactivity can assist customers on enterprise‟s website (Savo, 2017).

Website interactivity provides the crucial technological base for cooperative relationship between

business partners (Hartono & Holsapple, 2004). Interactivity works as an interpersonal

maintenance strategy that contributes to interactive outcomes (Ariel and Avidar, 2015). It lets

people to participate vigorously in two-way online communications and electronic transactions

(Bezjian-Avery et al., 1998). A high level of website interactivity commonly is not just a welcomed

usability feature that pleases website visitors, it is even considered as critical (Jih et al., 2012).

It contributes to raise the performance level of businesses websites (Auger, 2005; Jih et al., 2012).

Kim et al. (2010) indicate that a website design with respect to interactivity is associated with

overall performance. Interactivity of a corporate website offers easy communications,

personalization of given information, image control, and entertaining for the consumer (Mathwick,

2002). Interactivity offers the business the capability to have a personal contact with its website

users (Lu et al., 2010).

A highly interactive website encourages building good customer relations between the corporation

and their customers (Jih et al., 2012; Ghose and Dou, 1998). It allows a mutual communication with