Customer Relationship Management
Online Customer Loyalty - Forecasting the Repatronage Behavior of Online Retail Customers
Dr. Roberta C. Nacif investigates the behavioral conse quences of self-service purchases when consumers shop via the Internet. She explores the effects that customers'
assessments of service encounter experiences (attitudes) and transactional history (prior behavior) have on their subsequent purchase behavior. She analyzes two aspects of
repurchase behavior: customers' decisions of whether or not to repurchase from the same retailer and customers' decisions about how much money to spend. The author
develops a framework describing the motivations of customers to engage in relational market behavior and tests this framework with individualized customer data obtained
from a major European online retailer.
This book is of interest to scholars and students of business administration with focus on marketing and to both online and direct marketing professionals.
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