How can the Web help build customer relationships?. An empirical study on e-tailing

  • Wang F
  • Head M
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The Web is increasingly being viewed as a tool and place to enhance customer relationship. In this paper we defined 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; 13 out of 14 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. © 2006 Elsevier B.V. All rights reserved.

Author-supplied keywords

  • Online retailing
  • Relationship intentions
  • SEM
  • Satisfaction
  • Switching costs
  • Trust

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  • Fang Wang

  • Milena Head

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