Purchase Frequency And Transaction Profitability: An Empirical Investigation Into The Brazilian Home Appliance eRetailing Sector
نویسندگان
چکیده
The scope of this paper is to explore the transaction profitability of frequent and sporadic buyers in the Brazilian e-retailing home appliance market. Concepts in relationship marketing literature stressing the impact of purchasing frequency on customer transaction profitability, as well as recent academic research challenging this approach and pointing out the importance of sporadic clients, are analyzed. This paper uses quantitative evidence drawn from empirical investigation in a digital company to show that greater frequency of purchases does not always lead to greater transaction profitability. Qualitative evidence also drawn from the firm under analysis and regarding its managerial approach, suggests that customer transaction profitability is related to its marketing strategy. Using data triangulation, it can be concluded that the benefits of customer retention in the e-retailing realm would only seem to be interesting for firms truly oriented to their clients. Implications are presented, enabling practitioners and academics to grasp fully the real value of frequent and sporadic clients.
منابع مشابه
The Financial Potential of Sporadic Customers in E-Retailing: Evidence from the Brazilian Home Appliance Sector
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 ...
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