HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?
HOW COVID19 CRISIS SHAKED CUSTOMER LOYALTY IN E-COMMERCE?
Author(s): Martin Klepek, Daniel KvíčalaSubject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer Behaviour; E-Commerce; E-Shop; Loyalty; Online Consumer Behaviour; Pareto Rule;
Summary/Abstract: 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.
Journal: Marketing Identity
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 248-256
- Page Count: 9
- Language: English