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Stickiness: Implications for Web-Based Customer Loyalty Efforts

Stickiness: Implications for Web-Based Customer Loyalty Efforts
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Author(s): Supawadee Ingsriswang (University of Maryland Baltimore County, USA) and Guisseppi A. Forgionne (University of Maryland Baltimore County, USA)
Copyright: 2001
Pages: 4
Source title: Managing Information Technology in a Global Economy
Source Editor(s): Mehdi Khosrow-Pour (Information Resources Management Association, USA)
DOI: 10.4018/978-1-930708-07-5.ch117

Abstract

The past few years have borne witness to a revolution in business with acceleration in the use of the World Wide Web to support or, in many cases, supplant traditional modes of marketing and selling products and services. The Internet consumer base is continually growing. According to a report conducted by Computer Industry Almanac, Inc. (www.c-i-a.com, 1999), 490 million people around the world will have online access by the year 2002. With the rapid increase in the number of online consumers, the managers and marketers are moving to exploit this opportunity to reach millions of customers worldwide. Between 1997-1999, Internet hosts grew from 16 million to over 72 million worldwide (www.isc.org, 2000). The explosive growth of websites raises the question to the Web designer and marketer about how to attract consumer attention to their sites and how to differentiate of their sites from other sites. In the physical world, time and cost considerations make it difficult for people to change grocery stores for product selection, while searching a product on the Web generates quite low costs to the consumers. Consumers can switch to other Web sites or competitive URLs in seconds with minimal financial costs. Every commercial website is exploring a variety of efforts to hold their existing customers because acquiring new customers is expensive (Hanson, 2000). Web managers and marketers have been paying more attention to the “Stickiness” of websites (Anders 1999; Davenport 2000; Murphy 1999; O’Brien 1999; Pappas 1999). Some measurement companies, for instance, Media Metrix, and Neilsen/Netrating, reported the rank of the Web sites with a stickiness rating, which indicates how long the average user spent on a site in a period of time.

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