تعیین عملکرد بازاریابی رابطه مند مبتنی بر وب سایت

This approach enables quantification of the moderating effect of a website’s structure and content regarding website-based relationship marketing. The applicability of our approach is demonstrated by clickstream data of 477,471 visitor sessions on a software developer’s website. The results provide detailed insights into the usage behavior on a website and the mechanisms to enhance e-commerce efficiency via website optimization.