earticle

영어

Based on data from a survey sample of consumer in Korea and China, the objectives of this study are to model the way for develop and maintain loyalty, to test the hypotheses derived from the model, thereby identify the antecedents of loyalty, and to test differences using locations. The results of regression analysis show that trust and commitment are predictors of loyalty, commitment is affected by trust and satisfaction, satisfaction is affected by trust. And the results of comparative analysis between Korea and China consumer are a difference in location. Although the two countries have the same oriental culture this finding means that the marketing strategy of Korea and China must change. Namely, it emphasizes a trust and loyalty in Korea and satisfaction and commitment in China.