Customer Relations Through the Internet

摘要

While previous marketing activities were primarily focused on increasing market shares in terms of a mass marketing based on single transactions, the past few years saw a paradigmatic switch towards relationship management. This change in viewpoint is based on the finding that the establishment and maintenance of long-term relationships have a decisive influence on corporate success. In this study, 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 of the World Wide Web such as its interactive structure and constant availability of information can have on central correcting variables of relation- ship marketing, i.e., commitment, satisfaction, and trust. For example, the authors provide empirical proof of potential withdrawal of trust on the part of the customers if their expectations with regard to these characteristics are not met.