Customer Experience Analytics in Online Travel Platforms and its Impact on Brand Loyalty

This research looks at how customer experience analytics affects brand loyalty in travel platforms
focusing on a personalized travel technology platform in Chennai, India. The study analyzed 1,120
customer feedback responses across seven areas: customer experience, website and application quality,
e-service quality, trust and reputation perceived value, customer trust and technology readiness. The
study used percentage analysis, chi-square testing multiple regression analysis, reliability analysis and
correlation analysis. The results show that customer experience is the important factor in deciding
whether customers will come back with the highest beta coefficient and chi-square value. The overall
regression model was strong explaining 61 percent of the variance in repurchase intention. Most
responses were neutral showing that travel platforms need to improve customer experience to create
customers. The study provides evidence for the importance of service quality and customer loyalty in
emerging technology-driven travel markets and offers recommendations for enhancing customer
engagement and loyalty.
Keywords: Customer Experience Analytics, Brand Loyalty, Online Travel Platforms, Repurchase
Intention, E-Service Quality, Customer Trust, Digital Tourism.