A Reexamination of Customer Bonding Tactics of E-tailors: The Firms Perspective
Customer bonding tactics are critical practices of relationship marketing. Studies have developed customer bonding tactics for e-tailors to maintain long-term relationships with consumers from consumers perspective, but they do not explore daily implementation of customer bonding tactics in etailor industries in China. In response, this research reexamine customer bonding tactics of etailor from firms, perspective to probe to identify basic tactics for e-tailors. Findings indicated that financial bonding tactics, social bonding tactics and structural bonding tactics are used in building customer relationship by e-tailors frequently. Implications for e-tailors customer relationship management, limitations and future researches are discussed.
relationship relationship marketing customer bonding tactics e-tailor
Zhang Rui-xue
School of economics and management Dalian Nationalities University Dalian, China
国际会议
重庆
英文
210-213
2011-08-20（万方平台首次上网日期，不代表论文的发表时间）