Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study on the Effect of Trust on Customer Participation in Digital Environment : Focused on the Online Travel Market

디지털 환경에서 신뢰가 고객참여에 미치는 영향 연구 : 온라인 여행시장을 중심으로

  • 손원문 (한국항공대학교 경영연구소) ;
  • 홍성태 (상명대학교 국제통상학과) ;
  • 김문주 (한국항공대학교 경영학과) ;
  • 윤문길 (한국항공대학교 경영학과)
  • Published : 2009.07.31
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Abstract

Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative In the marketing activities on the online travel market.

Keywords

References

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