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

Author

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  • Verona, Gianmario
  • Prandelli, Emanuela

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.

Suggested Citation

  • Verona, Gianmario & Prandelli, Emanuela, 2002. "A Dynamic Model of Customer Loyalty to Sustain Competitive Advantage on the Web," European Management Journal, Elsevier, vol. 20(3), pages 299-309, June.
    • Handle: RePEc:eee:eurman:v:20:y:2002:i:3:p:299-309
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    Cited by:

    1. Asmussen, Bjoern & Harridge-March, Sally & Occhiocupo, Nicoletta & Farquhar, Jillian, 2013. "The multi-layered nature of the internet-based democratization of brand management," Journal of Business Research, Elsevier, vol. 66(9), pages 1473-1483.
    2. Klaus, Bettina, 2008. "The coordinate-wise core for multiple-type housing markets is second-best incentive compatible," Journal of Mathematical Economics, Elsevier, vol. 44(9-10), pages 919-924, September.
    3. Pennings, J.S.J. & van Kranenburg, H.L. & Hagedoorn, J., 2005. "Past, present and future of the telecommunications industry," Research Memorandum 016, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    4. Toufaily, Elissar & Ricard, Line & Perrien, Jean, 2013. "Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model," Journal of Business Research, Elsevier, vol. 66(9), pages 1436-1447.

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