Customer Retention Strategies on Corporate Web Sites: An Empirical Study

摘要

With too many competing offers on the World Wide Web, it is increasingly difficult for companies lo draw people to their Web sites and, more importantly, to make them stay and return. Electronic Customer Relationship Management (e-CRM) strategies seekto lurn first-time visitors into repeat visitors and eventually into loyal customers (Romano & Fjennestad, 2003; Salmen & Muir, 2003; Taylor & Hunter, 2002). Examining customer retention features on commercial Web sites in Austria, this paper seeks to identify starting points for improving customer retention on corporate Web sites. It first reviews the literature on customer retention on Ihe World Wide Web and then describes the methodology of the study before it presents the findings of an analysis of 155 corporate Web sites in Austria.