The Long Tail of Loyalty : Case study of Apple Premium Resellers in Sweden

Abstract: Background: The Internet has created new efficient channels of doing business. For this nontraditional market, a business strategy that is both effective and efficient needs to be employed. The Long Tail business strategy was developed by Chris Anderson in 2006. It is possible that the Long Tail strategy not only can increase revenue by offering more “niche” products, but also can enhance customers’ loyalty toward the company. However, in order to achieve the latter, companies need to communicate with customers in more effective and more efficient ways. Therefore, communication is inevitably the fundamental element for companies’ efforts to build customer relationships. The Long-Tail, suggested by Anderson and Sugaya, to be an effective strategy for enhancing customer loyalty. But can it fit in the case of Swedish Apple Premium Resellers?   Purpose: The purpose of this thesis is to test if the Long-Tail strategy can enhance e-loyalty by adding value to online marketing communications in the case of Apple Premium Resellers’ customers in Sweden. Method: The data collection was mainly through questionnaires -- a quantitative approach. The target group was Apple Premium Resellers’ customers in Sweden. The questionnaire was distributed in Stockholm and Jönköping. Various statistical techniques as well as theories and models were used for data analysis. Conclusion:It can be concluded that the Long Tail strategy can add value to the online marketing communications, and improved online marketing communications can enhance customer loyalty in e-commerce. Therefore, the Long-Tail strategy can enhance e-loyalty by adding value to online marketing communications in the case of Swedish Apple Premium Resellers.