Factors that affect the e-loyalty for airline companies' pages on social media sites

Nowadays, along with the rapid developments in the field of technology, marketing plans and activities of companies have started to reshape accordingly. This reshape introduced the social media sites, thus an interactive communication environment occurred between the companies and customers. Under these circumstances, airline companies couldn't be indifferent and they also carried their operations into this media environment. By means of social media sites, airline companies are now able to get in contact with different types of customers and by this means, they are able to determine their requests and needs, respond their difficulties promptly and share the most up-to-date information related to their services. This service at issue might be positively affecting the users' intention to revisit these pages, in other words e-loyalty. In this regard, this study focuses on finding out the interrelationship among the items such as customization, interaction, familiarity, enjoyment, usability, member profile, e-satisfaction, sense of belonging, social presence, reputation, switching cost and e-trust and that are thought to be effective on the efforts to create e-loyalty. Within the scope of the research, a questionnaire prepared by using 5-point Likert scale has been conducted. Questionnaires were conducted on 490 people who follow the Facebook and Twitter Pages of airline companies that operate in Turkey. For the purpose of data analysis, Mann-Whitney U, Kruskal Vallis and correlation analysis methods were used. According to the survey results; it has been concluded that variables mentioned above effect e-loyalty positively.