Building Electronic Relationships
this now includes a history of past relationships as well as potential, acquired
relationships. This larger scope of relationships is complex, requiring
longitudinal connections, nurturing, and sustenance; it has reciprocal nature.
Examining mutual benefits, commitments, trust, and social/information
rewards have become significant, while the technological onslaught fuels an
expanded electronic wharf on which to moor interactive communications and
help tighten relationships (Day, 1999).
Public relations professionals should keep uppermost in their collective
mind that this exercise is a human endeavor where experience and trust are
players that help to ensure customer satisfaction and a concomitant healthy
relationship (Wilkie, 1999).
Theorists advance concepts proposing that customers vary in their
corporate relationships from transactional to relational. These relationships
have components of satisfaction, trust, and commitment that have bearing on
future intentions, helping to build solid customer relationships. (Garbarino,
Customer acquisition and retention are central to any successful
customer management program--both are grounded in customer satisfaction