The Science of Retention Emails for E-commerce

e-commerce, or e-commerce, has become a fundamental pillar in the transformation of the modern business world. Essentially, e-commerce includes all forms of trade transactions carried out electronically via the internet (Turban et al., 2017). Involving various business models such as online stores, digital marketplaces, online auctions, and business to business (B2B), e-commerce is not only revolutionizing the way we shop, but also changing the 

traditional paradigm of commerce by bringing ease of access, speed, and global openness (Semera dova & Weinlich, 2022). With society's increasing dependence on digital technology, understanding and exploring the concept of e-commerce becomes increasingly important in embracing an era of business that is constantly changing and developing (Boateng et al.,  

Managing a successful e-commerce business is not just about maximizing efforts in getting new customers, but also requires wisdom in retaining existing customers (Williams et al., Retaining customers in an e-commerce context is often a complex challenge. As competition increases, business owners must face the reality that customers have many choices and can 

easily switch to competitors The importance

of customer retention in the e-commerce realm lies not only in revenue stability, but also in the potential to increase customer value and optimize long-term retention (Aghamirian et al., 2015). In facing these challenges, e-commerce business owners need to focus on building strong relationships with customers through superior customer service, personalization of the 

shopping experience, and attractive offers and promotions (Bilgihan et al., 2016). Effective strategies for retaining customers in e-commerce also involve leveraging customer data to understand their shopping behavior, preferences and needs. The challenge of retaining customers in an e-commerce business is not only an obstacle, but also an opportunity to 

continue to innovate, adapt to market trends, and build customer trust (Al Tamer, 2021). Retaining customers is a critical aspect of business strategy that cannot be ignored, especially in the context of competitive e-commerce (Damanpour & Damanpour, 2001). With increasingly fierce market competition and customers having many options, building strong 

sustainable relationships results revealed

that the perceived value mediates the relationships between all of the independent variables and customer retention (Hanaysha, 2018). Ruiz Díaz (2017) found that in mobile phone market customer satisfaction influences strongly on customer loyalty, and in turn Loyalty is an important determinant of customer retention, similar asymmetrical results were found with 

regard to other economic, socioeconomic and geographical determinants of customer decisions, as well, an analogue effect is also observed in the relationship between customer satisfaction and loyalty, where only positive satisfaction assessments help to explain the loyalty of users. Curras-Perez et al. (2017) confirm the role of satisfaction and website 

reputation as builders of online trust and, through that trust, as determinant factors in 

repurchase intention and perceived purchase risk moderates the relationship between trust and satisfaction, so that when perceived risk is greater, that relationship is more intense. Chen et al. (2017) reveal that the attributes of price and discount, personal selling and 

customer relationship have significant 

impact on likelihood of customer retention, satisfactory price and discounts are a necessary attribute to support the likelihood of customer retention, and satisfactory personal selling is the most important attribute for increasing the likelihood of customer retention. BahriAmmari & Bilgihan (2017) show that distributive justice moderates the relationship between satisfaction with the loyalty program and relational satisfaction and highlight the need to focus on 

distributive justice in order to nurture satisfaction and loyalty, satisfaction with the loyalty program is a key predictor of a satisfactory relationship with the operator and customer retention.  found that an offline (retail-store) channel can be used to migrate customers from an inactive state to an active state, effectively serving the purpose of education‖ or revival,‖ whereas an online channel is most effective in keeping the existing active customers active, 

Conclusion

thus serving the purpose of retention‖. show that channel-based price differentiation positively affects customers through perceived value but harms retention through price unfairness and limited self-determination. There is a strong relationship between switching costs and customer retention behavior, service plan complexity, reflecting price and wireless service usage, and handset sophistication can increase switching costs, which are positively related 

to customer retention behavior The fundamental quality characteristic of wireless service, connectivity quality, does affect customer retention behavior, although this is the case for markets that still have problems with networkconnectivity (dropped calls) like the US wireless service market, it is still valid to apply other quality characteristics such as speed of Internet service and clarity in voice over IP service, once connectivity is stabilized, and finally, age 

gender demographics can affect customer retention behavior indirectly (Seo et al., 2008). Tamuliene & Gabryte (2014) showed that there is a statistically significant positive correlation between factors identified in the theoretical model: customer satisfaction, relationship quality, switching costs and customer retention. Customer satisfaction has a significant effect on customer retention (Syaqirah & Faizurrahman, 2014). Serial acquirers' acquisition experience

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