VIRAL MARKETING, E-WOM AND CUSTOMER LOYALITY

This study discusses consumer loyalty in the tourism business. The data were collected using questionnaires distributed to 200 consumers and analyzed using the Lisrel SEM program. The results indicate that companies that refer to all communication information related to the usage or specific product characteristics for consumers and using the internet and the shorter distance between information sources and recipients than marketers induced by communication to satisfy consumers so that consumers will decide to re-purchase products or services that will benefit the company