The E-Pharmacy Customer Segmentation Based on the Perceived Importance of the Retention Support Tools

The issue of increasing the e-customer retention and loyalty is now an insufficiently explored area in the literature. The more and more severe competitive environment in the e-business requires a change in the way of working with the market in selling through e-shops, taking account of the supply components and the attractiveness of various forms of incentives to repeat purchase. Within the framework of building long-term relationships with e-customers, our study focuses on the possibilities of customer segmentation based on the perceived importance of the retention support tools used by e-shops, which is an essential prerequisite for differentiated customer relationship management in the area of building the customer loyalty. The paper includes the primary survey performed among the e-pharmacy clients focusing on the perception of the importance of the retention support tools. On the basis of the discovered factors encouraging the customers to buy from the e-shop repeatedly, the market of these customers has been segmented and the profiles of the identified segments have been compiled.