A Study on antecedent factors driving customer retention in B2C market place through online platform interactions.

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Dr.Lekha H, Dr.Madhu C.S, Mr.Vignesh Karthik S.A, Ms.Anjana Rajagopal


In today’s business scenario, most of the brick and mortar organisations are going virtually because of customers preferences . It has become a matter of survival for them  to have online model. Online models has the advantage that the customers visiting the websites are leaving behind their virtual footprint in the website. From this footprint its is possible to trace the behavioural patterns of different categories of customers visiting them online frequently.

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