E-customer strategy: la fidelizzazione del cliente on line

The paper shows a proposal of strategy with which a firm, that is starting an on line business, can reach a competitive advantage based on customer satisfaction, trust and loyalty: these are really important assets for the hypercompetitive online environment. The implementation of an e-customer strategy is substantially based on the opportunities linked to the development of digital applications, the correct use of analysis techniques of digital tools traffic and the consciousness of the relational dynamics that rule digital environments. The present work aims to give a review of the most important literary contributions to explain the theoretical and operative approach to e-customer strategy and aims to apply these concepts to the new digital context: the definition of presuppositions about the on line environment and consumer behavior, the consciousness of the most important tools and the right knowledge about how to use the results of the techniques of analysis represent the key elements to reach customer loyalty.