Interactivity design as the key to managing customer relations in e-commerce

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Title Interactivity design as the key to managing customer relations in e-commerce
Author Merrilees, Bill
Journal Name Journal of Relationship Marketing: Innovations & Enhancements for Customer Servce, Relations & Satisfaction
Editor David Bejou
Year Published 2002
Place of publication United States
Publisher Haworth Press
Abstract A number of studies have highlighted the importance of enhanced relationships with customers and users as a means of improving marketing performance. What seems to be missing is an understanding of how firms can improve online relationships. The current paper proposes that interactivity is a potentially important driver of enhanced online relationships. Although an increasing number of papers have dis cussed the notion of interactivity, there is no established construct to draw upon. A major contribution of the paper is scale development of the interactivity construct, both in terms of item generation and confirma tory factor testing. Because of the exploratory nature of the exercise, it is prudent to use student samples. The paper was able to develop a reliable and valid construct of interactivity. Moreover it was demonstrated that interactivity was a positive and significant determinant of online quality relationships in the two samples investigated.
Peer Reviewed Yes
Published Yes
Publisher URI
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Copyright Statement Copyright 2002 Haworth Press. Please refer to the journal link for access to the definitive, published version.
Volume 1
Issue Number 3/4
Page from 111
Page to 126
ISSN 1533-2667
Date Accessioned 2003-04-11
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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