The Effect of Mileage Program in e-Business on Brand Loyalty : Focused on the Mediating Roles of Trust and Relational Commitment

e-Business에서의 마일리지프로그램이 신뢰와 관계몰입을 통해 브랜드애호도에 미치는 영향

  • 이정실 (동명정보대학교 관광경영학과) ;
  • 임채관 (동명정보대학교 유통경영학과) ;
  • 박봉규 (동의대학교 호텔관광경영학부)
  • Published : 2005.08.01

Abstract

This paper examines empirically the effect of mileage program in e-Business on brand loyalty, and the mediating role of customers' trust and relational commitment. The results show that customer's benefits and convenience of the program significantly influences positively customer's trust. In addition, customer's trust also influences positively relational commitment, and relational commitment significantly influences positively brand loyalty. Thus, trust and relational commitment should be considered in the mileage program to improve the brand loyalty of internet shopping mall. Implications and limitations of this study are suggested.

Keywords

e-Business;Mileage Program;Relational Commitment;Trust;Brand Loyalty