فاطمه عیدی

The rapid advancement of technology and the growing demand for efficient communication and trade have significantly enhanced the relevance of e-commerce. Trust is a critical factor in ensuring customer retention, particularly in the competitive digital marketplace. Despite its importance, limited research has examined the impact of website quality on customer trust, especially with brand awareness as a mediating factor. This study addresses this gap by investigating the relationship between website quality, brand awareness, and customer trust in the tourism industry. The research focuses on prominent Iranian tourism websites, including AliBaba, Eligasht, Flightio, Zoraq, Samtik, Safarestan, DoroNazdik, SafarMe, SafarNik, and Airplane Ticket. Using a descriptive-survey and applied methodology, a sample of 385 online customers was selected based on Cochran's formula. Data were gathered through questionnaires, with construct validity and reliability confirmed through factor analysis. The data analysis was conducted using SPSS and PLS software. The findings demonstrate that website quality significantly influences customer trust, with brand awareness playing a mediating role. All primary and secondary hypotheses were confirmed. These results highlight the importance of investing in website quality to enhance customer trust and foster stronger brand perceptions. Managers in the tourism sector are advised to recognize the dynamic nature of e-commerce and prioritize factors influencing customer trust. By doing so, they can capitalize on new opportunities, improve customer retention, and maintain a competitive edge. This study underscores the strategic importance of aligning website quality with brand awareness to build lasting customer relationships in the rapidly evolving e-commerce landscape.