Click & Mortar 여행사에서 전환비용과 신뢰의 전이가 고객 e-애호도에 미치는 영향

The Effect of Switching Costs and Trust Transfer to Customer e-Loyalty in the Click and Mortar Travel Agency

Recently Click-and-Mortar travel agency are suffering from difficulties in both offline and online channels. Therefore, primary strategic objective of Click-and-Mortar companies is focused on how to retain customers in offline and online channels. In this sense, I investigate to find crucial factors affecting the customer retention such as customer repurchase intention and customer e-loyalty. I found through the literature survey that the crucial factors is trust transfer, switching cost. For this research issue, I performed a field survey in which 230 valid questionnaires were collected from the Click-and-Mortar travel agency users. The study found that trust transfer and switching cost are important factors in forming customer repurchase intention and customer e-loyalty. And uncertainty cost and sunk cost in switching cost had a positive impact on e-loyalty. Lastly, applications and related limitations are discussed.