... to successfully support such a strategy. In case of on-line retailing, in addition to collecting what customers buy, retailers can collect information on what customers look at during the shopping process. This process provides a detailed understanding of customer's preference. This kind of low cost search, greater selection and ease of browsing do not offer a competitive advantage. The key to competitive advantage is ... in the features that raise customers switching costs and lock them in as much as possible. Data mining, which can be used to examine the behavior of customers in the p...

• Word Count: 717
• Approx Pages: 3
• Grade Level: Graduate