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| Author: | Wirtz, B. W. Lihotzky, N. |
| Title: | Internetökonomie, Kundenbindung und Portalstrategien |
| Journal: | Betriebswirtschaft
2001 : MAY-JUN, VOL. 61:3, p. 285-305 |
| Index terms: | Customers Internet Marketing |
| Language: | ger |
| Abstract: | Due to increased market transparency and resulting decreased transaction and switching costs, the issue of customer retention in the internet economy gains importance. Based on a case study analysis of four internet portals, this article analyzes the objectives and effects of different customer retention measures and their foundation in the specific properties of the internet economy. |
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