By Irvine Clarke
There are lots of demanding situations dealing with organisations this present day as they include digital advertising equipment into their technique. Advances in digital advertising examines those demanding situations inside of 3 significant topics: the worldwide surroundings, the strategic/technolo
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Unlocking E-Customer Loyalty 29 Introduction One reason for loyalty’s growing eminence is that businesses are beginning to understand the profit effect of loyal customers (Oliver, 1999; Zeithaml, Berry & Parasuraman, 1996). Marketers with loyal consumers can expect repeat patronage to remain high until competitors can find a way to close the gap in attitude among brands either by (1) trying to reduce the differential advantage of the leading brand, (2) increase the differentiation of their own brand, or (3) encourage spurious loyalty from consumers (Dick & Basu, 1994).
2000). Consequently, customer satisfaction with a Web site is critical to maintaining loyalty. Because this issue is so important, quite a bit of research has been done on satisfaction with ecommerce Web sites. Customer relationship management (CRM) systems have often been recommended as a means of attracting and retaining customers. Because it is very convenient to collect customer data (including demographics and buying habits) online, and it is also easy to interact and continue a relationship online, it is often assumed that adopting an e-CRM system is a good way to draw together all of the elements of marketing strategy to obtain customer satisfaction, sales, and profit.
New York: John Wiley & Sons. Copyright © 2005, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. TEAM LinG - Live, Informative, Non-cost and Genuine ! B. (1996). Marketing in hypermedia computermediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(September), 132-40.
Advances in Electronic Marketing by Irvine Clarke