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