A strategic approach to building online customer loyalty: Integrating customer profitability tiers

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dc.contributor.authorPitta, Dennis A
dc.contributor.authorFranzak, Frank
dc.contributor.authorFowler, Danielle
dc.date.accessioned2017-06-12T20:47:09Z
dc.date.available2017-06-12T20:47:09Z
dc.date.issued2006
dc.description.abstractPurpose – The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2006) theoretical works in consumer loyalty and ongoing case developments in internet practice. Findings – Provides information and action approaches to consumer marketers that may increase the success providing want satisfying market offerings. Outlines the costs and benefits of some online customer loyalty building practices. By integrating the literature supporting lifetime customer value with the literature concerned with generating online customer relationships, it provides a pathway to profitable relationships. It also exposes the unintended problems that some online customer loyalty initiatives may create. Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically. Practical implications – Uncovers a previously unreported strategy for generating profitable online customer loyalty. Originality/value – This paper describes the nature and application of customer value tiers to an important marketing process. It offers the potential of increasing marketing success by allowing firms to maximize the value of their scarce service resources by serving profitable customers.en_US
dc.description.urihttps://www.researchgate.net/profile/Dennis_Pitta/publication/235314538_A_strategic_approach_to_building_online_customer_loyalty_Integrating_customer_profitability_tiers/links/00b7d53c7e41bcd1a6000000/A-strategic-approach-to-building-online-customer-loyalty-Integrating-customer-profitability-tiers.pdfen_US
dc.format.extent10 pagesen_US
dc.genrejournal articlesen_US
dc.identifierdoi:10.13016/M2G27B
dc.identifier.citationPitta, D., Franzak, F., & Fowler, D. (December 01, 2006). A strategic approach to building online customer loyalty: integrating customer profitability tiers. Journal of Consumer Marketing, 23, 7, 421-429.en_US
dc.identifier.issn0736-3761
dc.identifier.uri10.1108/07363760610712966
dc.identifier.urihttp://hdl.handle.net/11603/4039
dc.language.isoen_USen_US
dc.publisherEmeralden_US
dc.relation.isAvailableAtUniversity of Baltimore
dc.subjectCustomer loyaltyen_US
dc.subjectCustomer relationsen_US
dc.subjectInternet shoppingen_US
dc.subjectProfit maximizationen_US
dc.subjectElectronic commerceen_US
dc.titleA strategic approach to building online customer loyalty: Integrating customer profitability tiersen_US
dc.typeTexten_US

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