VERONA, Gianmario
Dynamic model of customer loyalty to sustain competitive advantage on the Web - 2002
In the Internte economy, it is relatively easy to create new business models but difficult to keep deriving benefit from them in the long term. This article presents in-delpth longitudinal data on four European Internet firms showing how companies can comnbine 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 deriove a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet
Satisfação do Cliente
Marketing
Internet
Administração de Empresas
Dynamic model of customer loyalty to sustain competitive advantage on the Web - 2002
In the Internte economy, it is relatively easy to create new business models but difficult to keep deriving benefit from them in the long term. This article presents in-delpth longitudinal data on four European Internet firms showing how companies can comnbine 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 deriove a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet
Satisfação do Cliente
Marketing
Internet
Administração de Empresas
