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Customer Retention Strategies on Corporate Web Sites: An Empirical Study
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Author(s): Irene Pollach (Vienna University of Economics & Business Administration, Austria)and Horst Treiblmaier (Vienna University of Economics & Business Administration, Austria)
Copyright: 2005
Pages: 4
Source title:
Managing Modern Organizations Through Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-822-2.ch080
ISBN13: 9781616921293
EISBN13: 9781466665354
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Abstract
With too many competing offers on the World Wide Web, it is increasingly difficult for companies to draw people to their Web sites and, more importantly, to make them stay and return. Electronic Customer Relationship Management (e-CRM) strategies seek to turn first-time visitors into repeat visitors and eventually into loyal customers (Romano & Fjermestad, 2003; Salmen & Muir, 2003; Taylor & Hunter, 2002). Examining customer retention features on commercial Web sites in Austria, this paper seeks to identify starting points for improving customer retention on corporate Web sites. It first reviews the literature on customer retention on the World Wide Web and then describes the methodology of the study before it presents the findings of an analysis of 155 corporate Web sites in Austria.
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