브랜드친숙성과 관계형성 － 인터넷접속서비스제공자(ISP)를 중심으로 －

Past transaction-based marketing ideas have recently started changing to long-term relationship-based marketing and with this change organizations have subsequently become interested in the importance of long-term relationships with consumers. The relationship formation with consumers is not simply a position of marketing-constituted factors of consumer and provider, but recognizes the existence of the organization as an organism as having a direct connection. Preceding research points to familiarity as reinforced factor of relation- ship formation with consumers. In addition, trust and commitment are positive reinforced factors of consumer behavior prior to the achievement of repurchase intention from satisfaction. Therefore, this study identifies the different of effects between brand familiarity and trust, commitment on repurchase intention, and also proved the progress connection between the variables. The research results showed that brand familiarity was confirmed to have a meaningful influence than trust and commitment on repurchase intention. And it was also revealed that effects of customer satisfaction reached relationship variables of trust and commitment. Through the above research results it can be observed that the company needs to firstly induce customer satisfaction for its own company and after this when brand familiarity is formed relationships with customers need to be firmly formed, which will enable increase in repurchase intention.