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The Role of Cultural Intelligence in the Relationship Between Platform Trust and Loyalty: The Perspective From OTA Platforms

The Role of Cultural Intelligence in the Relationship Between Platform Trust and Loyalty: The Perspective From OTA Platforms
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Author(s): Meng Tao (Dongbei University of Finance and Economics, China), Faizan Alam (Dongbei University of Finance and Economics, China), Muhammad Zahid Nawaz (Dongbei University of Finance and Economics, China) and Jashim Khan (Surrey International Institute, University of Surrey, UK & Dongbei University of Finance and Economics, Dalian, China)
Copyright: 2021
Volume: 11
Issue: 2
Pages: 15
Source title: International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.2021040102

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Abstract

This research showcases the crucial role of platform trust in the relationship between website quality (system, information, service, familiarity) and platform loyalty of expatriates residing in foreign countries, taking into account the moderating effect of cultural intelligence. To test the hypothesized relationships, an online survey collected responses of 786 from foreign expatriates' travelers, and data was analyzed using SmartPLS3 software. Platform trust mediates the relationship between website quality, system, information, service, familiarity, and purchase loyalty. The results show that cultural intelligence seem to moderate this mediated relationship. This paper analyzes the importance of quality signals on expatriates' relationships with OTA website. This study contributes to the understanding the role of cultural intelligence in OTA sector.

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