The Relationship Between Trust, Value and Loyalty in the Internet Era: A Study in the Tourism Market
This study aimed to examine the relationships between trust, perceived value and loyalty in tourist services. As the ecommerce has been increasing, it’s important to evaluate if trust in front line employees and trust in management policies and practices
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cording to the authors, many travel agencies are becoming more efficient, productive and profitable after using the strategic IT resources; saving resources with the creation of technology standards. Considering the changes wrought by the Internet, whether in a sense of customer behavior, or in a business strategy, with both measured by massive use of IT resources, we must emphasize the need of trust, value and loyalty between companies and customers. It is in this globalized environment, cyber and highly competitive, that constructs such as trust, loyalty and value will be studied as a differential in the tourism market. So it is from this that puts the following research question: what is the importance of trust and perceived value on customer loyalty in the acquisition of tourist services? LITERATURE REVIEW According to Di Serio, Maia and Pereira (2004), tourism businesses have realized the importance of the use of information technology (IT) as a catalyst element for integration among suppliers, distributors and customers, providing with information that is more complete, faster and updated. According to the authors, e-commerce will add value and bring competitive advantage to the tourism sector. The use of IT causes the sector to acquire tools to meet the increased demand revealed by the growing number of people with Internet access, who become potential clients. Because of internet and constant search for low prices, consumers have become more price-sensitive variable. The competition generates low pricing practices in virtual trade. Internet purchasing variables are: price, reliability and brand. It appears that the variable 'trust' is essential when buying through web: consumers buy in online companies that inspire trust. Therefore, selling through the internet only occurs if the site provides security and credibility. The third variable is brand: customer is willing to pay more if one knows where one is buying and if the brand (company) has a good reputation in the market (Clay et al., 2001). In cases where there is great involvement, it is thought, therefore, that trust in the service provider is highlighted. In the definition of trust, although with differences between disciplines, there are variables in common, such as risk - in a trust relationship, the uncertainty of future consequences tends to decrease, and interdependence - a relationship in the interests may be achieved through collaboration among the others involved (Rousseau et al., 1998). Due to various differences in the definition of the construct named trust, Rousseau et al. proposed a definition: "Trust is a psychological study comprising the intention to accept vulnerability based upon positive expectations of the intentions or behavior of another" (Rousseau et al., 1998, p. 395). According to Morgan and Hunt (1994), trust leads to a compromised reliability, in other words, the higher levels of fairness. Santos (2001) defines trust as a psychological state comprising the intention to accept vulnerability based upon positive expectations of t
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