Building Consumer Relationships Electronically

This article addresses a set of interrelated issues in electronic Consumer Relationship Management (eCRM). The focus is specifically on an e-tailing context which consists of (a) consumers purchasing goods of medium price, that (b) are delivered physically. The discussion deals with: (1) the relational needs of online consumers; (2) whose relational commitment emerges from a staged process; (3) involving an accumulated series of satisfying transactions; (4) that may entail different transaction types; and (5) with satisfaction on any given occasion being based on achievement relative to their expectations. These five components form a framework for building the eCRM business. The archetype for this e-tailing format is Amazon.com which, therefore, is used as a running example. [PUBLICATION ABSTRACT]