earticle

영어

The purpose of this study is to present the way to activate e-CRM for increasing brand loyalty of low cost carriers by actual analysis to find out various factors of low cost carrier's e-CRM system and how those factors such as e-marketing, e-sales and e-service influence on brand loyalty. Implication of empirical study based upon hypothesis verification is as follows. First, e-service, e-marketing and e-sales were in the order to show positive influence on brand image of low cost airlines. Second, e-sales, e-service and e-marketing were in the order to show positive influence on customer satisfaction. Third, e-service and e-sales were in the order to show positive influence on brand loyalty. Fourth, common factors to influence on brand image, customer satisfaction and brand loyalty are e-service and e-sales. Especially, e-service factor is the most influential factor to influence on brand image and brand loyalty. Fifth, as a result of verifying cause-and-effect relationship model, e-CRM activities of low cost airlines had positive effect on customer satisfaction, brand image on brand loyalty, customer satisfaction on brand loyalty. Except e-marketing factor, other attributes of e-CRM positively influenced on brand image. It means that improving brand image and customer satisfaction enable low cost airlines to increase brand loyalty.