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| Author: | Bauer, H. H. Grether, M. Leach, M. |
| Title: | Building customer relations over the Internet |
| Journal: | Industrial Marketing Management
2002 : FEB, VOL. 31:2, p. 155-163 |
| Index terms: | Customer relations Internet Trust |
| Language: | eng |
| Abstract: | The authors present a critical theoretical and empirical analysis of the contribution the Internet can make to successful relationship marketing. The study focuses on the influence that important characteristics 0f the World Wide Web (WWW), such as its interactive structure and constant availability of information, can have on key variables of relationship marketing, i. e., commitment, satisfaction and trust. |
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