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The Notion of “Promises” in the Context of Web Site Design
Abstract
Building and maintaining customer relationships is crucial in order to market products or services. We argue that this also holds true in the online environment. This paper presents a framework to evaluate the quality and effectiveness of B2C websites. The framework is grounded on the notion of promises in the field of service relationship marketing. Relationship may be initiated by making promises but those relationships have to be maintained and enhanced by enabling those promises using the proper tools and keeping promises for future encounters with the website.
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