C/M/349. Project Proposal. Customer Retention: Differences between On- and Off-Line Retail Environments

This proposal examines the issue of customer retention in on- and off-line retail environments. In their increasing search for profitability, firms are focusing on retaining existing customers. However, the ways in which customers are retained differs in an on- and off-line retail environment. This proposal argues for a study to be performed that examines the differences in customer retention between on- and off-line retail environments across a series of product categories.