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Chapter XVII: Internet Marketsand E-Loyalty
Changsoo Sohn
The Catholic University of Korea, Korea
Dong-Il Lee
Sejong Cyber
University, Korea
Abstract
As expectation of e-businesses has changed to disappointment, many
e-business companies are trying to survive in Internet markets. As a way to survive in Internet
markets, they try to build customers’ loyalty. This chapter explains critical components to build
customers’ loyalty such as trust and switching costs. E-business companies need to try to enhance
trust levels with setting up high switching costs.
