Establishing Customer Relationships on the Internet Requires More Than Technology

@inproceedings{Barnes2002EstablishingCR,
  title={Establishing Customer Relationships on the Internet Requires More Than Technology},
  author={James G. Barnes and Judith A. Cumby},
  year={2002}
}
The Internet revolution is challenging marketers to attract and retain customers, who in many cases, migrate to the Web for speed and convenience. This appears to contradict the essence of true relationship marketing which is founded on the emotional dimensions of interpersonal relationships: trust, commitment, investment by individuals, dependence, two-way communications, a sense of attachment, reciprocity, shared benefits and mutuality. The authors analyse recent research into the profiles of… CONTINUE READING

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