THE INTERPLAY BETWEEN MAIN CRITICAL SUCCESS FACTORS AND CUSTOMER LOYALTY: A CONCEPT NOT FULLY EXPLORED

Abstract

The rapid growth of e-commerce over the last decade has had a significant impact on the hospitality and tourism industries. Because of the digital era's rapid growth, Internet density has become critical. The current paper includes surveys and analyses of empirical studies and models related to subjective norms, website quality, service quality, information quality, intention to use online booking, and customer loyalty in Jordanian five-star hotels.Based on Cronbach's alpha coefficient testing, the overall measures achieved a high-reliability coefficient ranging from 0.732 to 0.949 (they all exceeded the 0.70 benchmark), with really no significant deviation of skewness values from zero. Furthermore, the study's findings revealed that Subjective Norms, Website Quality, Service Quality, and Information Quality all have a significant impact on Intention to Use and Customer Loyalty. Nonetheless, this study provides a thorough examination of the critical factors for online booking in order to provide practical advice to Jordanian customer decision-makers on how to persuade them to grasp website booking.