HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F21%3AA0000298" target="_blank" >RIV/47813059:19520/21:A0000298 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?
Original language description
Consumer loyalty is a broad and important topic for marketers around the world for centuries. With the pandemic situation in Europe and the world the ultimate question arises. How the changes in consumer behaviour were projected into loyalty measures? Since e-commerce experienced dramatic shifts during COVID19 crisis, we picked online shopping loyalty behaviour for our investigation. We used customer data from e-shop from more than thirteen thousand people and compared loyalty behaviour before and during a pandemic situation. Our data shows changes in loyalty in form of the number of transactions made by 20% of most loyal customers as well as in profitability of the same 20% most loyal customers. Moreover, we again support the evidence that the Pareto 80/20 rule does not apply to ecommerce and the proportion is more or less around 60% maximum.
Czech name
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Czech description
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Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Marketing Identity
ISBN
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ISSN
1339-5726
e-ISSN
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Number of pages
9
Pages from-to
248-256
Publisher name
Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Place of publication
Trnava
Event location
Trnava
Event date
Jan 1, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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