Die Rolle der emotionalen Kundenbindung beim Internetshopping

The "Generation @" has grown up with the new media and, like every other generation, is characterized by certain characteristics. Based on the characteristics of the target group and the results of a qualitative empirical study, an action strategy for possible emotional customer loyalty was developed. The reader should be able to recognise the "generation @" as a target group, especially for online trade, and to facilitate possible emotional customer loyalty through the action strategies shown.