Year: 2011
Type: dissertation
Study design: Observational Study
Abstract: E-commerce is growing fast with the fast development of internet and communication technology. Now E-commerce brings the businesses a world wide market and a huge population of protential csutomer. For customers the price information is more transparent and there are much more buying choices than before. Online businesses are competeing for customers on a word wide market like never before. The customer retention gained increased value among the E-commerc businesses. But the research of customer retention in E-commerce context remain limited. \n \nThis thesis is aimed to investgate the concrete influenc factors of customer retention in an E-commerce context. \n \nAfter reviewed existing theories, the author developed a conceptual framework about factors affect the customer retention in E-commerce context. Then a questionnaire is used to find out the real customer attitude of these factors. \n \nAs the result 13 concrete influence factors (Reliability, Responsiveness, Contact Points, Convenience, Merchandising, Site design, Security, Service ability, Customization, Contact Interactivity, Cultivation, Care, Community ) were presented for E-commerce business customer retention. Also this thesis brefily discussed about the constructs of customer retention. \n \nThis thesis could be used as a reference for the E-commerce business owner for meansuring their E-commerce sit or improve the customer retention rate of their business. Also could be used by student or researcher who is studying or interested in the topic of online customer retention.
Source: Theseus (Ammattikorkeakoulujen)
Author: Feihua Qu
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2287582891