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Books > Business & Economics > Business & management > Sales & marketing
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Retaining loyal customers in e-commerce - Winning customers is good, but keeping them is better (Paperback)
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Retaining loyal customers in e-commerce - Winning customers is good, but keeping them is better (Paperback)
Expected to ship within 10 - 15 working days
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Scholarly Research Paper from the year 2007 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: 1,5, Fontys University of Applied
Sciences Venlo (Fontys University of Applied Science Venlo, the
Netherlands), course: International Business and Management
Studies, 40 entries in the bibliography, language: English,
comment: + Several tables and figures illustrate the findings on
the researched topic graphically + Over 35 different book
references have been used to support the theoretical analysis +
Harvard referencing citation style, abstract: "I know who you are,
I remember you. I get you to talk to me. And then, because I know
something about you, my competitors don't know, I can do something
for you my competitors can't do - not for any price." (Newell,
2000) In today's business there is a shift of many companies away
from a transactional mindset toward a relational mindset when it
comes to dealing with customers. That is because researches proofed
that nowadays for many companies profitability depends on the
companies ability to develop and maintain long-term relationships
with their clients (e.g. Lemon et al., 2002, pp.1-14). In order to
gain a competitive edge, companies need to be customer-driven and
able to serve their customers needs. Moreover, companies have to
deliver a certain added value to exceed customer expectations and
build strong relationships. In the traditional market, where
face-to-face contact is possible, marketers get to know their
clients personally. By personal contact, marketers have the
possibility to build a personal relationship with their clients,
figure out their needs and finally satisfy their needs by
personalized services. As a result, customers are likely to stay
with a company and the potential that they become loyal increases.
However, the emergence of the internet and e-commerce makes it is
very difficult for companies to build long-term relationships with
custom
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