University of Twente Student Theses
The effect of customer engagement value on the probability to repurchase of actual customers in online retailing
Neacşu, Iuliana Nicoleta (2019) The effect of customer engagement value on the probability to repurchase of actual customers in online retailing.
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| Abstract: | In this technological era, the customers of the retailing sector have been empowered with two-way communication. This has led to customization, higher interactivity and lasting competitive advantage for companies able to extract the benefits of customer engagement. Within the context of relational marketing, customer engagement is viewed as an important mean to balance investments in retention strategies. Previous studies performed on large enterprises have established that engaged customers are more likely to repurchase and preach the company’s capabilities, attracting thereby new buyers. However, plainly focusing on customer engagement entails the risk of creating relationships with customers who do not close any sales. Therefore, this study aims to investigate the effect of customer engagement value on the probability to repurchase of actual customers for a Dutch SME. This has led to the conclusion that for SMEs operating in online retailing, customer engagement value is more a mean to create and maintain enduring customer relationships rather than a mean to influence customer repurchase. |
| Item Type: | Essay (Master) |
| Clients: | Klik en Brneg B.V., Enschede, Nederland |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/79316 |
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