Business-to-business relationship marketing: an internet and international perspective

This paper examines the concept of relationship marketing in its aim for longterm customer satisfaction and retention. The suitability of the Internet for relationships was examined and it was found that interactive communication could enhance relationships across borders, but that human interaction would be important to achieve full cultural understanding and a truly successful international relationship. The types of products sold on the Internet were examined to indicate whether at present the Internet is capable of building relationships. Evidence suggests the Internet is capable of maintaining but not creating relationships, though developments are occurring. It is argued that relationships could become an area for differentiation for Internet transactions currently competing on price, adding value through efficiency and the support of the human interaction required to create successful international relationships.