Kundenbindung Im E-Commerce: Personalisierung ALS Instrument Des Customer Relationship Marekting
Ulrich Muller
Kundenbindung Im E-Commerce: Personalisierung ALS Instrument Des Customer Relationship Marekting
Ulrich Muller
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Ulrich Muller weist nach, dass sich der Einsatz von Personalisierungstechnologien im E-Commerce positiv auf die Kundenbindung auswirkt, und zeigt, dass neben der Kundenzufriedenheit Faktoren wie Explorationsneigung, psychologische und soziale Wechselbarrieren sowie Verhaltenshabitualisierungen die Kundenbindung im E-Commerce determinieren.
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