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Marketing - Customer Retention


Measuring Switching Costs and the Determinants of Customer Retention in Internet-Enabled Businesses: A Study of the Online Brokerage Industry Many emerging e-commerce companies, especially those focused on business-to-consumer (B2C) e-commerce, are in an aggressive phase of recruiting new customers in what analysts have called a “land grab.” These firms devote a large amount of their resources to advertising and promotion, and increasingly to outright customer subsidies. Essential to this strategy is that customers experience some form of “lock-in” or switching costs to prevent them from defecting to another provider; otherwise firms would be unable to recover their initial investments in acquisition. pdf






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Status: 06. Januar 2010