E loyalty through marketing tactics
Date de publication :
25/11/2005
Langue :
Français
Format :
.doc
Nombre de pages :
68 pages
Sommaire :
Sommaire
- Research background
- Context of the research
- Research problem and objectives
- Justifications for research
- Literature review
- What is relationship marketing
- Relationship marketing tactics
- Perception of play
- Customer loyalty
- E-loyalty
- Relationship marketing tactics and e-loyalty
- Relationship marketing tactics and perception of play
- Research methodology
- Research design
- Sampling
- Items development
- Items testing
- Questionnaire development
- Empirical results
- Descriptive univariate analysis of the categorical variables
- Statistical methods to analyze data
- Research results
Résumé :
After reviewing empirical studies about relationship marketing, we noted that customer loyalty is a recurrent topic. Nevertheless, we identified that there is less focus on relationship marketing and loyalty in an online environment. As it is recognized that acquiring new customers is more costly than keeping existing ones, theory that is also applicable to the Internet, we understand that loyalty is a strategic objective for e-retailers. Moreover, we learned that the perception of play felt by the Internet user on a website can be the cause of e-loyalty
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