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  • Determining the performance of website-based relationship marketing

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    91401_1.pdf (564.1Kb)
    Author(s)
    Schäfer, Kerstin
    Kummer, Tyge
    Griffith University Author(s)
    Kummer, Tyge
    Year published
    2013
    Metadata
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    Abstract
    Company websites are an important instrument for relationship marketing activities. We present a methodological framework that aligns website performance assessment and marketing intelligence for evaluating the performance of relationship marketing activities. In this context, we develop an extended web mining approach that integrates managerial perspectives in the analyst's investigation of the customer-website interaction based on historical clickstream data. This approach enables quantification of the moderating effect of a website's structure and content regarding website-based relationship marketing. The applicability ...
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    Company websites are an important instrument for relationship marketing activities. We present a methodological framework that aligns website performance assessment and marketing intelligence for evaluating the performance of relationship marketing activities. In this context, we develop an extended web mining approach that integrates managerial perspectives in the analyst's investigation of the customer-website interaction based on historical clickstream data. This approach enables quantification of the moderating effect of a website's structure and content regarding website-based relationship marketing. The applicability of our approach is demonstrated by clickstream data of 477,471 visitor sessions on a software developer's website. The results provide detailed insights into the usage behavior on a website and the mechanisms to enhance e-commerce efficiency via website optimization.
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    Journal Title
    Expert Systems With Applications
    Volume
    40
    Issue
    18
    DOI
    https://doi.org/10.1016/j.eswa.2013.07.051
    Copyright Statement
    © 2013 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Marketing Measurement
    Interorganisational Information Systems and Web Services
    Mathematical Sciences
    Information and Computing Sciences
    Engineering
    Publication URI
    http://hdl.handle.net/10072/57260
    Collection
    • Journal articles

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