earticle

영어

Development of IT technologies and propagating Internet has brought a new change in business environment. ‘Internet’ is widely spotlighted as an emerging marketing channel, because it has no boundary of time and space, enables us to identify customer needs and share real-time feedbacks with others on the web, and has a great potential of higher availability in parallel with conventional offline data. Owing to development of Internet, consumers come to have more diversified needs and higher expectations than before and can collect a variety of information sources in easy and quick ways or choose a desired product just by clicking on the mouse. In the same context, companies put special em-phasis on the importance of understanding and managing customer relations as a means to more systematically manage consumers.Conclusively, it is advisable that follow-up studies on airline e-CRM should make de-tailed analysis on potential correlations among airline's online service quality, customer satisfaction and repurchase intention, and thereby analyze the aspect of demand and sup-ply in the creation of airline e-CRM. Furthermore, it is also recommended that follow-up studies focus more on possible ways to improve quality of Internet services in order to enhance airline customers' satisfaction and repurchase intention.