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Kundenbindung im Electronic Commerce Eine empirische Analyse zur Wahrnehmung und Wirkung verschiedener Kundenbindungsinstrumente im Internet

Author

Listed:
  • Eva Blömeke

    (Universität Hamburg)

  • Michel Clement

    (Universität Hamburg)

  • Edlira Shehu

    (Universität Hamburg)

  • Eva Pagendarm

    (Universität Hamburg)

Abstract

Zusammenfassung Online-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindungsinstrumenten zur Verfügung, deren Wirkungsstärke unklar ist. Dieser Aufsatz fokussiert auf die Analyse der Treiber der Kundenbindung im Internet und untersucht sieben übergeordnete Instrumentgruppen: Individualisierung, Information, Integration, Interaktion, Convenience, Community und Anreizsysteme. Durch die formative Messung im Rahmen eines PLS-Modells können konkrete Managementaussagen bezüglich der relativen Wirkungsstärke einzelner Instrumente abgeleitet werden. Zusätzlich werden die Erfolgsfaktoren auf Shop-Ebene betrachtet, um Managementimplikationen für spezifische Geschäftsmodelle herleiten zu können. Die Ergebnisse zeigen, dass die Gestaltung der Webseite bezüglich Benutzerfreundlichkeit und Informationsgehalt sowie die Angebots-Individualisierung und Fokussierung der Interaktion maßgebliche Treiber für die Kundenbindung im Internet sind. Zusätzlich sind Community-Aspekte in bestimmten Bereichen von Relevanz.

Suggested Citation

  • Eva Blömeke & Michel Clement & Edlira Shehu & Eva Pagendarm, 2013. "Kundenbindung im Electronic Commerce Eine empirische Analyse zur Wahrnehmung und Wirkung verschiedener Kundenbindungsinstrumente im Internet," Schmalenbach Journal of Business Research, Springer, vol. 65(1), pages 63-96, February.
    • Handle: RePEc:spr:sjobre:v:65:y:2013:i:1:d:10.1007_bf03373710
    DOI: 10.1007/BF03373710
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    References listed on IDEAS

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    More about this item

    Keywords

    M31; L81;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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