How can the Web help build customer relationships?: An empirical study on e-tailing
نویسندگان
چکیده
The Web is increasingly being viewed as a tool and place to enhance customer relationship. In this paper we define a model to analyze the Web characteristics that aid in building customer relationships and then used this model to examine consumer relationship building mechanisms in online retailing (e-tailing). Through a survey of 177 shoppers who had bought books, CDs, or DVDs online, the causal model was validated using LISREL; thirteen out of fourteen hypotheses were supported. This research has contributed to both theory and practice by providing a validated model to analyze online consumer relationship building and suggesting mechanisms to help e-tailers focus on online consumer relationship management.
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ورودعنوان ژورنال:
- Information & Management
دوره 44 شماره
صفحات -
تاریخ انتشار 2007