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1. 1. Competitive Advantage Through the Customer Involvement in E-commerce Strategies : A Multiple-Case Study in the European Airline Industry

   University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

   Author : Pierre Magonette; [2014]
   Keywords : e-commerce; e-CRM; customer involvement; competitive advantage; customer loyalty; personalization;

   Abstract : Much research show that strategies of personalization aiming to meet customers' needs and behaviors are an important aspect to influence the competitiveness within an industry. However there is a gap of studies on how airlines use customer involvement for creating personalized strategies in the field of e-commerce while enhancing the competitive advantage. READ MORE