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| Author: | Verona, G. Prandelli, E. |
| Title: | A dynamic model of customer loyalty to sustain competitive advantage on the Web |
| Journal: | European Management Journal
2002 : JUN, VOL. 20:3, p. 299-309 |
| Index terms: | Internet Customers Consumer behaviour Brand loyalty Competitive advantage |
| Freeterms: | Affiliation |
| Language: | eng |
| Abstract: | The article presents in-depth longitudinal data on four European Internet firms showing how companies can combine affiliation and lock-in strategies to generate competitive advantage on the Web. The authors use multiple-case study methodology with interviews and data collection to derive a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet. |
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