A Dynamic Model of Customer Loyalty to Sustain Competitive Advantage on the Web

Gianmario Verona and Emanuela Prandelli

European Management Journal, 2002, vol. 20, issue 3, 299-309

Abstract: In the Internet economy, it is relatively easy to create new business models but difficult to keep deriving benefit from them in the long term. This article presents in-depth longitudinal data on four European Internet firms showing how companies can combine affiliation and lock-in strategies to generate competitive advantage on the Web. The authors use multiple-case study methodology with interviews and data collection to derive a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet.

Keywords: Affiliation; Lock-in; Customer; Loyalty; Internet; Marketing; Internet; Competitive; Advantage (search for similar items in EconPapers)
Date: 2002
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Citations: View citations in EconPapers (4)

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