E-Customer Loyalty

Paper Summary:

This paper introduces, discusses, and analyzes an article on e-customer loyalty. It looks at the article's view of creating and maintaining a loyal customer base, its discussion of the impact of the internet on business, and the reasons provided for the failures of many on-line businesses. The paper consists of a one-page synopsis and two-page critique of the article.

From the Paper:

"This article goes into detail about what many consumers have known for a long time. The most successful merchants, both online and off, are those who recognize the importance of developing a good relationship with their customers, thereby creating customer loyalty and greater profits for their company. The paper argues that many online merchants do not recognize that many brick-and-mortar business rules still apply to their businesses online. "They often forget that the fundamental rules of successful business still apply" (Reichheld et al 173). The article goes on to discuss two particular companies foray into e-commerce, and their experience with building a profitable company online. It continues with information on how to build customer loyalty, and identify your customer. It also provides ideas on how to build trust, get to know your customer, and empower your organization to develop great customer relationships."

More papers on E-Customer Loyalty:

• Research Paper # 62037 : "Marketing: Switching Costs and Customer Loyalty"
• Article Review # 93060 : "e-Store Loyalty"
• Research Paper # 62383 : "E-Banking in China"

APA Citation:

MLA Citation: