A Framework for Relationships in eCommerce Websites

Abstract

Consumers are increasingly shifting their purchase patterns from in-store to online. Consequently, retailers have had to go online to remain competitive. Research pundits argued the success of going online lies in the website's ability to create and maintain relationships with customers. This research aimed at investigating the relationship development process from the perspective of merchants to point out independent variables that influence such relation. The study is picking on the dyadic nature of the interaction in building relationship among people and apply it to the online relationships. In particular, the role of self-disclosure and privacy for enhancing this relationship was investigated. A deductive thematic approach was used based on a predefined themes informed by the literature guided the information collection through a semi-structured interview with eCommerce website owners. The study offers useful insights in establishing the pathway to creating and maintaining a loyal customer through a framework with propositions that are useful for eCommerce website managers.