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Building customer relationships online: the Web site designers’ perspective

Article Information:

Title:

Building customer relationships online: the Web site designers’ perspective

Author(s):

Gary L. Geissler

Journal:

Journal of Consumer Marketing

Year:

2001

Volume:

18

Issue:

6

Page:

488 - 502


ISSN:

0736-3761


DOI:

10.1108/EUM0000000006154

Publisher:

MCB UP Ltd

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Abstract:

To date, most published work concerning effective Web site design has been based on personal opinion or experience, not on research. Uses 50 in-depth interviews with Web site designers to identify key design considerations and online customer conversion and relationship strategies. A proposed model illustrates a direct relationship between Web site design and the online customer conversion process. Relationship marketing, integrated marketing communications, and segmenting, targeting, and positioning should guide both Web site design and customer conversion. Ultimately, a Web site should help to establish, build, and maintain long-term customer relations. Managerial implications are introduced and discussed.

Keywords:

Communications, Design, Internet, Relationship marketing


Article Type:

Research paper


Article URL:

http://www.emeraldinsight.com/10.1108/EUM0000000006154

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