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Key factors for Relationship Marketing
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
1998 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]
The rapid growth in use of the Internet in combination with growing emphasis on relationship marketing has led us to study in what way companies can improve there usage of the Internet when building relationships with customers. In this study we develop eight key factors of importance for the relationship building ability of a web site. The key factors are based on a comprehensive study of current literature concerning relationship marketing and the Internet. In the second part of the study these key factors was examined through a study of 17 newspaper and magazine web sites. The results of the study was analysed using bivariate data analysis. The findings contribute to expanding the theory of how relationship marketing can be applied on the Internet.
Place, publisher, year, edition, pages
1998.
Keywords [en]
internet, web site, marknadsföring, relationsmarknadsföring
Identifiers
URN: urn:nbn:se:hh:diva-8088Local ID: U2022OAI: oai:DiVA.org:hh-8088DiVA, id: diva2:363171
Uppsok
Social and Behavioural Science, Law
Note
Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Output format
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