HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?

被引：0
|
作者：
Klepek, Martin [1 ]
Kvicala, Daniel [1 ]
机构：
[1] Silesian Univ Opava, Trade Business Fac Karvina, Univ Namesti 1934-3, Karvina 73340, Czech Republic
来源：
MARKETING IDENTITY: COVID-2.0 | 2020年
关键词：
Consumer Behaviour; E-Commerce; E-Shop; Loyalty; Online Consumer Behaviour; Pareto Rule;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
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页码：248 / 256
页数：9
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