HOW CAN THE WEB HELP BUILD CUSTOMER RELATIONSHIPS AN.pdfVIP

HOW CAN THE WEB HELP BUILD CUSTOMER RELATIONSHIPS? AN EMPIRICAL STUDY ON E-TAILING * Fang Wang , Wilfrid Laurier University Milena Head, McMaster University Reference: Wang, F., Head, M. (2007). “How can the Web Help Build Customer Relationships? An Empirical Study on E-Tailing”, Information Management, 44(2), 115-129. ABSTRACT The Web is increasingly being viewed as a tool and place to enhance customer relationship. In this paper we define 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; thirteen out of fourteen 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. Keywords: online retailing, relationship intentions, trust, satisfaction, switching costs, SEM Section: Research I. INTRODUCTION Contrary to the early image that the Web was a place for bargain hunting for consumers, it is increasingly being viewed as a place to provide better service and enhanced consumer relationships. Some evidence indicates that Web customers consolidate their purchases with one primary retailer [43]. Relationships, such as trust in quality and brand, may serve as an important element in consumer decision making when purchasing products onlin