The "perceived quality-customer satisfaction-customer loyalty" value chain is a critical framework to evaluate the performance of a customer-centric company. In E-tourism, the booking process is the first bilateral communication with the tourism service before the final experience. Although specialized literature provides exciting information about the behaviour of the three essential variables, it is crucial to understand the role of their components and consider other variables with the potential to enter into the model and influencing the process. From a critical view, and considering previous research, this work presents the key points regarding this idea and concludes that every particular research context could need specific methods. Hence, researchers and practitioners will benefit from questioning the entire value chain model and reviewing the measurement scales of the involved variables. That is an effective way to increase knowledge and improve decision-making.
Published Date: 2022-01-05; Received Date: 2021-12-15