The Effect of Utilitarian Website Features on Online Saudi Arabia Consumers Loyalty in the Case of Online Flight Booking

The last couple of decades have witnessed rapid technological advancements, which have consequently caused dramatic changes in the lives of consumers and their purchase behavior. Of the many causes of the rapid growth of Internet use in the last few decades, most researchers confer that the critical contribution has been the growth of Web content. This paper attempts to report a study investigating the impact of utilitarian website features on Saudi Arabian customer loyalty for booking flights online. Data collected from 340 respondents were used to test the hypotheses. Structural Equation Modeling was deployed to analyze valid data points. The study found the importance of creating loyalty by focusing on utilitarian website features. Calculative commitment is significantly influenced by utilitarian features whereas affective commitment didn't showed significantly influence by utilitarian features. Limitations, managerial implications and future research directions are discussed at the end of the paper.