The Effect of Relational Benefits, Reward Programs and Switching Costs on Relational Commitment in Container Terminals

Yang, Yun-Ok; Shin, Chang-Hoon

Journal of Navigation and Port Research 2012;36(8):673-681.
Published online October 31, 2012.

컨테이너터미널의 관계혜택, 보상프로그램 및 전환비용이 관계결속에 미치는 영향

양윤옥, 신창훈

The Effect of Relational Benefits, Reward Programs and Switching Costs on Relational Commitment in Container Terminals

Yun-Ok Yang, Chang-Hoon Shin

Abstract

As competition increases among ports, new marketing strategies and differentiated means in addition to the existing core services are needed to prevent existing container shipping companies from escaping and to attract new customers. The additional services and reward programs are investigated. How these variables affect relational commitment in terms of customer retention is examined. Customers of the container terminals are examined in terms of psychological behavior. This study presents the structural equation model that shows the connection among benefits, rewards, switching costs and relational commitment. The empirical analysis is done with the subject of the container terminal users and the implications are derived.

Key Words: container terminal;relationship benefits;reward programs;switching costs;relational commitment