Volltext-Downloads (blau) und Frontdoor-Views (grau)

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

  • 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.

Download full text files

  • Customer Retention in a Competitive B2B Market

Export metadata

Additional Services

Search Google Scholar


Author:Jessica Kompalla
Advisor:Michael Lederer
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Release Date:2018/04/23
Tag:Customer Loyalty; Customer Retention; Customer Satisfaction; E-Commerce; Relationship Marketing
Page Number:75
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Business Strategy
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt