Reach Us +44-175-271-2024
All submissions of the EM system will be redirected to Online Manuscript Submission System. Authors are requested to submit articles directly to Online Manuscript Submission System of respective journal.

Research Article Open Access

How to Regain Lost Customers in Electronic Commerce: An Empirical Study from China

Abstract

Electronic commerce has experienced rapid growth in last years. B2C electronic commerce often has a high customer loss rate. To regain the lost customers is a major concern of online vendors. This paper investigates the strategies for winning back lost customers (price promotion and relationship investment) through field experiment on a major B2C website in China. Research findings indicate the two strategies are effective in regaining lost customers online, depending on the customers’ prior relationship time with the vendor, and lapse time from the vendor. The study has contribution to electronic commerce and has practical implications for B2C vendors on customer management.

Bo Xu and Bingjia Shao

To read the full article Download Full Article | Visit Full Article

Copyright © 2024 Research and Reviews, All Rights Reserved

www.jffactory.net