Does relationship marketing exist in cyberspace?

Ha Lau Ching and Paul Ellis
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Ha Lau Ching: Hong Kong Baptist University
Paul Ellis: Hong Kong Polytechnic University

Management International Review, 2006, vol. 46, issue 5, No 3, 557-572

Abstract: Abstract Abstract and Key Results ▪ A central tenet of relationship marketing is that exchanges can be classified on a continuum ranging from episodic transactions to relational exchanges embedded in social bonds. ▪ The aim of this study is to assess whether the unique transacting properties of the Internet (e.g., interactivity, connectivity) promote or hinder the development of exchange relationships. ▪ The study reveals that exchanges conducted in unregulated cyber-markets are invested with similar expectations and norms regarding cooperative behavior as more traditional marketplace exchanges.

Keywords: E-commerce; Relationship marketing; Relational exchange (search for similar items in EconPapers)
Date: 2006
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DOI: 10.1007/s11575-006-0115-5

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