The financial potential of sporadic customers in E-retailing: Evidence from the brazilian home appliance sector

dc.contributor.affiliationFGV
dc.contributor.authorJoia, Luiz Antonio
dc.contributor.authorSanz, Paulo Sérgio da Silva
dc.contributor.unidadefgvEscolas::EBAPEpor
dc.date.accessioned2018-10-25T18:23:41Z
dc.date.available2018-10-25T18:23:41Z
dc.date.issued2006
dc.description.abstractThe scope of this article is to explore the transaction profitability of frequent and sporadic buyers in the e-commerce arena. Evidence in relationship marketing literature stressing the impact of purchase frequency on customer transaction profitability as well as recent academic research challenging this approach and pointing out the importance of sporadic clients is analyzed and presented. A single case study research methodology was chosen for this article due to the exploratory facets associated with the subject and the industry under investigation. In order to gather relevant input to carry out this research, one of the largest retailing groups in Brazil was investigated. Conclusions are drawn showing that greater frequency of purchases does not necessarily translate into increased customer transaction profitability. Implications are presented, enabling practitioners and academics to grasp fully the real value of customers - both frequent and sporadic buyers - in order to develop coherent approaches for dealing with them adequately. Copyright © 2006, Idea Group Inc.eng
dc.identifierhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-33645530158&doi=10.4018%2fjeco.2006010102&partnerID=40&md5=96400b9e2d74b5255bf411a04f5a5316
dc.identifier.doi10.4018/jeco.2006010102
dc.identifier.issn1539-2937
dc.identifier.scopus2-s2.0-33645530158
dc.identifier.urihttps://hdl.handle.net/10438/25313
dc.language.isoeng
dc.publisherIGI Global
dc.relation.ispartofseriesJournal of Electronic Commerce in Organizations
dc.rights.accessRightsrestrictedAccesseng
dc.sourceScopus
dc.subjectB2c E-Commerceeng
dc.subjectCustomer relationship managementeng
dc.subjectE-commerce managerial issueseng
dc.subjectE-commerce transactioneng
dc.subjectE-retailingeng
dc.subjectElectronic commerce marketingeng
dc.subjectOnline shoppingeng
dc.subjectVirtual shoppingeng
dc.subjectWeb marketingeng
dc.subjectCustomer satisfactioneng
dc.subjectEconomicseng
dc.subjectIndustrial managementeng
dc.subjectOnline systemseng
dc.subjectPurchasingeng
dc.subjectVirtual realityeng
dc.subjectB2c E-Commerceeng
dc.subjectElectronic commerceeng
dc.subject.bibliodataSatisfação do consumidorpor
dc.titleThe financial potential of sporadic customers in E-retailing: Evidence from the brazilian home appliance sectoreng
dc.typeArticle (Journal/Review)eng
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