Paper Title
Motivational Factors that Drive Customer Engagement and Customer Loyalty in Online Travel Services
Abstract
With the development of recent technology, there are plenty of travel services that shifted their working field
from an offline store to online settings but not every online travel service can obtain customers or even make them as their
regular customers. With self-determination theory, this study aims to investigate both intrinsic and extrinsic motivational
factors that engage customers and will lead them as loyal customers in an online travel service context. In this research
method using non-probability sampling with purposive sampling technique where the unit of analysis is customers who have
experience using online travel service platforms. The method of analysis for this research is a structural equation model
(SEM) using PLS. This research shows that intrinsic and extrinsic motivational factors have a positive effect on customers
engagement and customers loyalty in online travel service. This managerial implication of this study is to better
understanding on what motivational factors based on self-determination theory can do to get customer engagement in
practices and on how understanding customer engagement can lead to building customer loyalty in the context of the online
travel services industry.
Keywords - Customers Engagement, Customers Loyalty, Online Travel Service, Self-Determination Theory