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Marketing - Customer Retention


Retention by Entertainment: How Companies Utilize Web Sites to Strengthen Customer Relationships The emergence of the Internet as a tool for customer acquisition and retention has led to profound changes in the way companies communicate with their (prospective) customers. This paper analyzes the way how entertainment services on Web sites are used for building relationships with customers. Whereas other media suffer from a significant trade-off between the amount and the quality of content that can be delivered, the Internet breaks down those limitations and allows for a high level of interactivity. Even companies with so-called low involvement products can utilize entertainment services (such as online games) to attract customers to their Web sites. Our completed research intends to find out what entertainment factors are suitable for building relationships and what goals companies are striving to achieve. pdf






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Status: 06. Januar 2010