Establishing Customer Relationships on the Internet Requires More Than Technology

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 Internet users and their expectations when entering into technology-based relationships. Suggestions are presented for those wishing to establish genuine relationships with Internet customers. Such an approach should mitigate the risk to organisations of becoming a commodity and being taken for granted by consumers, thereby precluding the creation of true customer value.