2003-12-29
RETENÇÃO DE CLIENTES. Proposta de leitura: "Businesses competing in the internet economy are turning their attention and resources towards increasing the retention of their customers and users. This paper examines how customer retention can be achieved and which strategy best fits which business model. The authors based their analysis on theoretical reasoning and interviews with B2C executives. Their findings differentiate the most appropriate strategies for particular business models. For example, building customer trust and convenience are the most appropriate for commerce-based businesses while the offer of free services are better suited to content, context and connection business models." Esta é a síntese de "Customer retention management in the B2C electronic business" da autoria de BW Wirtz e N Lihotzky, artigo saído na Long Range Planning - International Journal of Strategic Management de Dezembro de 2003 (volume 36, número 6).
