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

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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.

Abstract

Online marketing manager can select from a variety of methods to achieve customer loyalty, whereas the effect of these methods remains unclear. Therefore, this paper focuses on the measurement of drivers of customer retention in an online shopping environment. In detail, we analyze seven different groups of instruments: individualization, information, integration, interaction, convenience, community, and bonus systems. Using formative constructs, we are able to derive detailed management implications with regard to relative performance of different instruments. In addition, we derive management implications for specific business models by estimating PLS-models on an individual shop level. Our model identifies convenience, individualization and informative as well as interactive elements as the most important instruments in order to achieve customer retention. In addition, community aspects are significant in some businesses.

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  1. Lehrstuhl für Marketing und Medienmanagement, Institut für Marketing und Medien, Universität Hamburg, Welckerstraße 8, 20354, Hamburg, Deutschland

    Eva Blömeke,  Michel Clement,  Edlira Shehu &  Eva Pagendarm

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  1. Eva Blömeke
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Correspondence to Eva Blömeke.

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Die Autoren danken zwei anonymen Gutachtern für wertvolle Hinweise.

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Blömeke, E., Clement, M., Shehu, E. et al. Kundenbindung im Electronic Commerce Eine empirische Analyse zur Wahrnehmung und Wirkung verschiedener Kundenbindungsinstrumente im Internet. Schmalenbachs Z betriebswirtsch Forsch 65, 63–96 (2013). https://doi.org/10.1007/BF03373710

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