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In E-Commerce, More Is More

Eisingerich, Andreas B. ; Kretschmer, Tobias

Reference: HBS-F0803B-E
Number of pages: 4
Publication Date: Mar 1, 2008
Source: HBSP (USA)
Type of Document: Article
Industry Setting: E-commerce

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Description

Most managers believe that filling their websites with a broad array of information diverts attention from their company's core offerings. A new global study, however, has revealed just the opposite: that such information increases customer engagement. The research also shows that exploiting consumers' desire for engagement is the strongest predictor of superior shareholder value for e-commerce companies.

Keywords

Consumer marketing Customer relationship management Customer retention Customer satisfaction