Abstract
The Web is being viewed as a technique and place to enhance customer relationships. In this paper, we tried to develop a model to analyze the Web characteristics that help in building customer relationship management and then used this model to examine consumer relationship building mechanisms in online e-tailing. In this research, a structured questionnaire was administered on 150 shoppers of books and study materials. On the basis of responses, the causal modal was validated. This research has contributed to both theory and practice by providing a validated model to analyze online customer relationship building and suggesting mechanisms to help e-tailers focus on online consumer relationship management.
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