The force analysis of customer churn of e-commerce websites refers to comparing all factors that affect customer churn of e-commerce websites to forces, and summarizing and classifying these influencing factors, which can be roughly divided into two categories, one is called thrust and the other is called gravity. Customer churn of e-commerce websites is the result of the combined force of thrust and resistance.
The factors that lead to customer churn in e-commerce websites are divided into two categories according to thrust and gravity factors. Next, we will analyze the forces on the website.
The thrust is mainly composed of factors that cause customers to be dissatisfied with the website, including low website popularity, high product prices, poor service levels, slow delivery speed, and potential safety hazards.
Gravity is mainly composed of temptations given by the website’s peer competitors, including changes in customer preferences, and temptations given by competitors in terms of price, service level, logistics, etc.
By comparing and analyzing these two forces, it can be found that the factors contained in the thrust are controllable by the website itself, while gravity is not. The factors contained in gravity come from competitors, so it is more controlled by competitors.
If a website wants to retain customers and effectively control customer loss, it can be achieved by controlling or changing the influence of the push and pull factors that cause customer loss.
When controlling and changing the influence of these two types of factors, we should pay attention to distinguishing between the main factors and the secondary factors, find out the factors that play a decisive role in customer loss, and focus on treating them differently. In view of this, we introduced pull and resistance to neutralize the push and resistance factors respectively, so as to achieve the purpose of controlling and reducing loss.