After reviewing empirical studies about relationship marketing, we noted that customer loyalty is a recurrent topic. Nevertheless, we identified that there is less focus on relationship marketing and loyalty in an online environment. As it is recognized that acquiring new customers is more costly than keeping existing ones, theory that is also applicable to the Internet, we understand that loyalty is a strategic objective for e-retailers. Moreover, we learned that the perception of play felt by the Internet user on a website can be the cause of e-loyalty
[...] Items development - Items from literature - Format of items 5. Items testing - Qualitative item testing - Quantitative item testing 6. Questionnaire development - Question form - Question relevance and wording - Sequencing of questions - Questionnaire appearance and layout - Questionnaire translation 7. Conclusion 3.1 Introduction The first aim of this chapter is to provide the justifications for the research design we selected, explaining why it seems to be the best choice for the purpose of our study. [...]
[...] Many researchers have given their definition of relationship marketing. According to Gronroos (1997), marketing in relational terms means: establish, maintain and enhance relationships with customers and other partners, at a profit so that the objectives of the parties involved are met. This is achieved by mutual exchange and fulfilment of promises”. Following the same idea, Little and Marandi (2003) stated that relationship marketing is offered as an alternative strategy to the traditional marketing mix approach, a means of obtaining sustainable competitive advantage and the best way to retain customers in the long run. [...]
[...] Then, questions about their perceptions toward these websites in terms of e-relationship marketing tactics and perception of play have been asked, which are more sensitive questions. Finally, last questions related to classification data about the respondents' personal and demographic characteristics (gender, age, level of education and gross annual household revenue). Indeed, it is recommended to place these last questions at the end, because if they are put at the beginning, they may irritate some respondents and affect their willingness to complete the rest of the survey (Parasuraman, Grewall and Krishnan, 2004). [...]
[...] As we said that return visits can be a measure of e-loyalty, it seems that these e-relationship marketing tactics can be linked to e-loyalty. Finally, Smith stated in 2002 that interaction between the company and the customers and between customers themselves, for instance thanks to e-mail, promote loyalty. Nevertheless, all these theories have never been tested empirically Relationship marketing tactics and perception of play What we would like to demonstrate is that some e-relationship marketing tactics increase or create a perception of play that a customer feels when he or she is doing a research on the Internet. [...]
[...] Interaction is defined as the behaviour of communicating with two or more objects and affecting each other. The numerous features of personal interaction can be classified into three categories: goals, operators, and feedback. Various factors of social interaction can be classified into two categories: places for communication or tools for communication. Online games first need to provide a communication place in a virtual world, where a number of people can gather together. A communication tool is described as a game function that enables gamers to relay their opinions among themselves. [...]
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