The role of trust in the development of web-based customer relationships

Abstract

Maintaining individualized relationships to high-valued customers becomes more and more important in increasingly globalized and transparent markets. This paper discusses the concept of trust and its relevance for retaining customers in E-commerce. A model for buyerseller relationship development processes is applied showing that different stages of a relationship to a customer require different trustbuilding measures. © 2003 by Springer Science+Business Media New York.