Context Of Electronic Commerce Research Articles

The importance of relationship marketing in the process of electronic commerce

Presently, the customer takes center stage in the realm of sales, playing a pivotal role in the establishment of enduring relationships and loyalty. This shift implies a transformation in the dynamics between sellers and customers, with sellers increasingly incorporating elements of relationship marketing. This paper offers an overview of issues related to relational marketing within the context of electronic commerce, highlighting its significance in fostering relationships between online sellers and customers in the digital environment. The advent of the digital age has also brought about changes in how sellers engage with customers. There is a growing emphasis on relationship marketing, a strategy used to cultivate and sustain long-term connections with customers. There is also a growing prominence of artificial intelligence systems. Artificial intelligence is widely used in customer relationship management. The surge in e-commerce has amplified interest in relationship marketing, prompting a deeper understanding of fundamental aspects in forming online relationships with consumers. It is imperative for sellers to formulate and execute relational marketing strategies and to implement artificial intelligence systems within sales and communication processes, ultimately providing them with a competitive edge and fostering consumer loyalty. E-commerce plays a pivotal role in this evolving landscape.

Making the Market Work: Enhancing Consumer Sovereignty Through the Telemarketing Sales Rule and the Distance Selling Directive

This article analyzes the provisions of the Telemarketing Sales Rule, which the Federal Trade Commission promulgated in 1995 pursuant to the 1994 Telemarketing and Consumer Fraud and Abuse Prevention Act. The author proposes a framework through which the Rule may be understood as embodying a regulatory strategy of controlling abusive telemarketing by enhancing the effectiveness of market forces. In particular, the Rule works by improving the quantity and quality of information flowing to consumers, preventing the occurrence of transactions that the consumer does not truly intend, preventing telemarketers from evading the effects of market forces governing availability of payment mechanisms, and enhancing the effectiveness of the contract regime. The article then applies the same framework to the 1997 Distance Selling Directive of the European Union, yielding several recommendations that EU member countries may find useful when transposing the Directive into national law. The author also discusses some of the special considerations that EU member countries should take account of when transposing the Directive's requirements in the context of electronic commerce.