This paper intends to investigate the influence of relationship marketing
dimensions on online tourism customer satisfaction and to analyze the
mediating effect of e-satisfaction level, on the relation between these
determinants and the formation of loyalty. A questionnaire was applied to
regular online buyers and the statistical analyses were conducted within the
Structural Equation Modeling framework. The most important results have
shown that there are three dimensions that significantly influence e-customer
satisfaction – understanding customer needs, service quality and
personalization. Also show that there is a complete mediating effect of ecustomer satisfaction in the relationship between the relationship marketing
dimensions and e-customer loyalty. Thus, research results provide an
important insight into how e-companies can pursuit and use delight to highlight
customersinfo:eu-repo/semantics/submittedVersio
