The impact of distribution channels in the buying behavior in Tourism: an analysis of the relationship between satisfaction, value and loyalty in the purchase of airline tickets through interpersonal channels and technologybased channels

Abstract

Technological development has enabled a single service to be delivered through systems with multiple service channels. This development has significantly affected the structure of distribution channels in Tourism, whether in hotel reservations or in the sale of tourism packages and airline tickets. Faced with the numerous options in terms of delivery type, it is important to assess the consequences, among consumers, of the use of different service channels. Therefore, focusing specifically on the air transport sector, this work sought to identify: a) whether satisfaction with the service delivery system (SDS) influences perceived value and customer loyalty; and, b) whether there are any differences in this influence, when comparing clients with higher use of interpersonal channels, with clients with higher use of technologybased channels (the Internet). Based on a study of 186 clients of the principal Brazilian airline companies, the results show the direct impacts of satisfaction with the service channel, on value and loyalty. Complementing this, the hypothesis is confirmed that higher use of interpersonal channels strengthens the relationship between satisfaction with the delivery system and the value perceived by the clients, and their loyalty. Key words: Consumer Behavior, Airline Companies, Value, Loyalty.