2 Determining the Impact of Internet Channel Use on a Customer ’ S Lifetime

@inproceedings{Boehm20092DT,
  title={2 Determining the Impact of Internet Channel Use on a Customer ’ S Lifetime},
  author={Martin Boehm},
  year={2009}
}
JOURNAL OF INTERACTIVE MARKETING VOLUME 22 / NUMBER 3 / SUMMER 2008 Published online in Wiley InterScience (www.interscience.wiley.com). DOI: 10.1002/dir.20114 n light of mature markets and increasing competitive pressure, retaining the existing customer base becomes crucial for the future success of a firm. As a consequence, firms are increasingly interested in understanding the factors influencing and driving customer retention. One factor that is hypothesized to have an impact on customer… CONTINUE READING