earticle

영어

This study was conducted to ascertain the influence of customer satisfaction on the customer loyalty and repurchase intention in the on-line travel agency. After reviewing the previous researches, a conceptual model was chosen. The model was consisted of customer satisfaction, customer loyalty and repurchase intention The study was carried out with a web based test. It was tested using the Structural Equation Model(AMOS 4.0). Total 390 subjects were used to collect the data for this study. The customer had the previous transaction on the travel agencies using internet were chosen as the subjects for the study. Test was conducted to assess the model to reveal the relationship between customer satisfaction and others. The conclusions obtained from this study were as follows. 1) The customer satisfaction influenced on the customer loyalty. On the other hand, it did not significantly affect on the repurchase intentions. 2) The customer loyalty influenced on the repurchase intention. Therefore customer loyalty is an essential element for the marketing in the travel business. The agents need to use more scientific measurement and long-term marketing strategies to examine and to establish their customer satisfaction and their loyalty. And they must improve the customer loyalty by providing more benefits than their rival ones. By doing this, they might establish a competitive edge and promote total numbers of customers and revenue.one.