TY  - THES
U1  - Bachelor Thesis
A1  - Kompalla, Jessica
T1  - Customer Retention in a Competitive B2B Market in E-Commerce: A Strategic Analysis for the Case of Incentive Europe B.V. for the German Market
N2  - In a worldwide accessible marketplace with numerous competitors who try to beat prices and quality of services and products, it is vital for online businesses to strive for strategies to be able to survive in a competitive environment and to sustain growth. The company Usbstick-Producer has gained numerous customers in the German market, but nevertheless competes against many businesses which offer similar products to similar prices. Therefore, it is highly important to defend gained market share. Appropriate strategies and investments are necessary to implement in order to attract and retain customers.
The bachelor thesis aims to explore the nature of customer retention and to give the company Usbstick-Producer recommendations regarding possible improvements and customer retention strategies for the German market. The company’s goal is to retain more customers and to ensure customer satisfaction in order to guarantee profitability for the business.
In order to attain the objective of the thesis, a multi-method approach is being used. A literature review is carried out in order to develop a comprehensive analysis and theoretical framework on the topic of customer retention and related concepts. An internal and external analysis are conducted which help to understand the key drivers and most important influencing factors for the business using the PEST analysis, Porter’s five forces analysis and SWOT analysis.
Qualitative research is utilised in order to investigate the practical aspects of the topic in direct relation to the company. Valuable insights and expert opinions as well as experiences are collected during expert interviews in order to develop appropriate strategic recommendations.
The research concludes with strategic recommendations for the company Usbstick-Producer using the collected and analysed data of the literature review and expert interviews. In the conclusion, possible further research topics are assessed and limitations of the research are discussed.
KW  - Customer Retention
KW  - Customer Loyalty
KW  - Customer Satisfaction
KW  - Relationship Marketing
KW  - E-Commerce
Y2  - 2018
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:fn1-opus4-37386
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:fn1-opus4-37386
SP  - 75
S1  - 75
ER  -