The financial potential of sporadic customers in E-retailingEvidence from the brazilian home appliance sector

Resumo

The 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.

Ficha do documento

Tipo

Artigo científico

Ano

2006

Instituição

IGI Global

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso restrito

DOI

10.4018/jeco.2006010102

Identificador

oai:repositorio.fgv.br:10438/25313

Palavras-chave

B2c E-CommerceCustomer relationship managementE-commerce managerial issuesE-commerce transactionE-retailingElectronic commerce marketingOnline shoppingVirtual shoppingWeb marketingCustomer satisfactionEconomicsIndustrial managementOnline systemsPurchasingVirtual realityElectronic commerceSatisfação do consumidor