Influence Relationship between OTA Service Characteristics on Brand Preference and Brand Loyalty

This study aims to verify the influence relationship between brand preference and brand loyalty of customers using services provided by Online Travel Agency (OTA).To this end, research models and hypotheses were presented through theoretical consideration, and the research hypothesis was verified through structural equation path analysis.The empirical analysis results of the research hypothesis verification are as follows.As a result of the verification of Hypothesis 1, Hypothesis 2, Hypothesis 3, and Hypothesis 4 that timeliness, reliability, accuracy, and abundance of OTA service characteristics will have a positive effect on brand preference, timeliness, reliability, accuracy, and abundance were found to have a significant positive (+) effect on brand preference.As a result of the verification of Hypothesis 5, brand preference will have a positive (+) effect on brand loyalty.The meaning of the above research results is.First, it was found that timeliness, reliability, accuracy, and abundance, which are the characteristics of current domestic and foreign OTA services, can increase brand preference among users.Therefore, for persistence and survival in the OTA market, which has recently been overheating, online travel agencies should continuously provide accurate and reliable information to increase user accessibility.Second, since online travel agencies' brand preference leads to the promotion of users' brand loyalty, to promote brand loyalty that is directly related to economic profits, travel agencies that provide OTA services will need to continuously develop service quality and actively provide services to provide accurate and reliable information to service users.Despite these research achievements, this study has the following limitations in the progress of the study, so there is room for improvement in future studies, suggesting the following.First, the meaning of the research results is insufficient in that the research was conducted only on the services provided by domestic OTA companies.Second, the characteristics of the services offered by domestic and foreign online travel service providers should be compared.The research results that can fundamentally grasp the competitiveness of foreign online travel service companies have been derived.