Online Shoppers Have Less Loyalty, Study Says

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Consumers are less loyal online than offline because Internet businesses lack human interaction, according to a study released this week by consulting firm Bristol Group Inc.


The study examined 1,600 U.S. and Canadian Internet customers. Only 40 percent said they planned to stick with their current e-tailers.


Bristol Group concluded that e-businesses often focus too much on price, speed of shipping and other distribution issues before addressing customer communications. Firms, the study concluded, must communicate through their marketing that they value customers.

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