The Catholic University of Korea, Korea
Dong-Il Lee
Sejong Cyber University, Korea
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.