Customer Retention in E-commerce business
Qu, Feihua (2011)
HAAGA-HELIA ammattikorkeakoulu
2011
Creative Commons Attribution 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201105269712
https://urn.fi/URN:NBN:fi:amk-201105269712
Tiivistelmä
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.
This thesis is aimed to investgate the concrete influenc factors of customer retention in an E-commerce context.
After 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.
As 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.
This 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.
This thesis is aimed to investgate the concrete influenc factors of customer retention in an E-commerce context.
After 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.
As 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.
This 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.