온라인 자동차 보험 서비스 이용고객의 충성도 형성요인에 관한 실증연구 - 고객-브랜드 관계 품질을 중심으로 -

The empirical study on the factor of the customer loyalty using online car insurance : focused on Comsumer Brand Relationship Quality

The internet has been giving new business opportunities due to the unlimited and convenience of using it. So, A lot of companies confront many challenges to hold customer. In this situation, The holding many customers of online car insurance company could have very significant meanings, Therefore, this study could be meaningful to analyze the factor of building customer loyalty. The main results of the paper are as follows : Firstly, The attributes and recent situation of online car insurance have been researched. Secondly, The Customer brand relation quality(BRQ) has been shown a important role of building loyalty. Finally, Conceptual criteria for the study, which was modified considering cultural values of Korean customer from Fournier's seminal study, have shown very significant means.