customers online means that loyalty becomes an economic necessity for the estore (Reichheld and Schefter, 2000). While financial drivers result in more efficient systems resulting in a fall in customer acquisition costs (CyberAtlas, June 12, 2002), ‘‘for most, . . . average customer acquisition cost is higher than the average lifetime value of . . . customers’’ (Hoffman and Novak, 2000, p. 179). In addition to customer acquisition costs, retaining and winning back lost customers requires a variety of ongoing…
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