The Relationship between Trust, Value and Loyalty in the Internet Era

Karen Beatriz Haas Dornas¹, José Marcos Carvalho de Mesquita², Rachel Patrocínio¹
(1. Centro Universitário UNA, Brazil; 2. Universidade FUMEC, Brazil)

Abstract: This study aimed to examine the role of trust and perceived value in relationships perceived by customers’ loyalty tourist services, subject rarely discussed in the academic literature. The literature review sought to contextualize tourism and commerce, trust, perceived value and loyalty in tourism, services marketing, relationship marketing and the following constructs: trust, perceived value and loyalty. In this research we conducted a descriptive research with quantitative variables, through personal survey with a total of 201 valid interviews, through an electronic survey with the adoption of a structured questionnaire formulated in the Likert scale responses. The collected data was analyzed using the Partial Least Squares method and the software used was Smart PLS 2.0 M3 with application techniques to estimate a series of dependence relationships simultaneously and interrelated with Structural Equation Modeling. Moreover, statistically positive values to the relationship of trust were also found in the line staff ahead of the company’s perceived value and loyalty. The confidence in the policies and practices of the agency’s management of tourism demonstrate statistically positive value on perceived value, however in loyalty the hypothesis was not confirmed. At the end of the paper it is presented the study’s limitations and suggestions for future research.

Key words: trust; value; loyalty and tourism

JEL code: M16