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This study analyzes determinants of strategic marketing alliances' performance using 'continuous use intention' of consumers in the Korean credit card industry. Specifically, this study aims to provide comprehensive and synthetic understanding of these factors divided into firmlevel and consumerlevel variables. Thirty alliance cards were chosen randomly. For firmlevel data, managers from the thirty selected cards were interviewed concerning their respective firm and alliance operation. For collection of consumerlevel data, 610 card holders from these thirty cards were surveyed concerning card benefits, benefits information, brand image, and continuous use intention. The hierarchical linear model (HLM) was employed to analyze this multi-level data, yielding the following results: First, consumers identified three factors that positively influence continuous use intention. Second, with respect to firmlevel factors, alliance partner's marketing capability is not positively related to intention, whereas fit of alliance goal influences consumer's continuous use of card. Third, contrary to expectation, the positive interaction effects between consumer level variables and firm level variables were found to be not present.

A Study on the Determinants of Strategic Marketing Alliance Performance Measured by Continuous Use Intention : Focused on Korean Credit Card Industry