The influence of website quality on satisfaction and trust in tour operator-travel agency electronic customer relationship management

This study had been actualized with the aim of exhibiting the importance of electronic customer relationship management approach for strengthen the interrelationships between companies that operate cooperative and inter-dependent in the supply chain process. There are similar kinds of relationships between tour operators and travel agencies in traditional tourism industry. Personnel who works in travel agencies at the intermediary-seller status, usually benefit from the web site interface of tour operators at the producer-supplier status for selling the products and services to the end-users (customers-tourists). For this reason, the research model had been generated according to the hypothesis which assumes that the quality of web site inter-face characteristics and customer services of a tour operator has direct effect on travel agency?s personnel satisfaction and indirect effect on their trust towards tour operator. Besides, developing a qualified web site accordance with users? wants and needs (such as ease-of-use, informational fit-to-task) has been accepted as a criteria of tour operators? concern and success at electronic customer relationship management.Herewith, the results of this study had been contributory to understand the direct and indirect relationships among web site quality, customer services, satisfaction and trust concepts within inter-companies electronic customer relationship management.