Determining the relationship between online travel agencies' e-service quality, e-customer satisfaction, ecustomer loyalty and e-wom

As of 2022, e-commerce emerges as an area that is more focused on people's use with a volume exceeding 800 billion TL throughout the country. It is also inevitable that the potential and future are much greater. According to the data of the Ministry of Commerce, the highest rate of increase in e-commerce is experienced in the tourism sector. In this respect, the importance of virtual travel agencies in both e-commerce and tourism sector is increasing day by day. The quality of e-service, e-satisfaction, e-loyalty and E-WOM offered during ecommerce shopping affect both the commercial volume and sustainability of businesses. The main purpose of this study on virtual travel agencies is to reveal the relationships between e-service quality, e-satisfaction, e-loyalty and E-WOM. In this study, which was carried out using the quantitative research method, 604 people were surveyed by convenience sampling, and 405 surveys were included in the study. The data obtained were analyzed with structural equation model (SEM) and presents important findings regarding e-service quality, e-satisfaction, e-loyalty and E-WOM relations of shoppers from virtual travel agencies. This study also shows the value they should give virtual travel agencies in Turkey on e-service quality, e-satisfaction, e-loyalty and E-WOM.