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dc.contributor.authorMerrilees, Billen_US
dc.contributor.editorDavid Bejouen_US
dc.date.accessioned2017-05-03T13:59:53Z
dc.date.available2017-05-03T13:59:53Z
dc.date.issued2002en_US
dc.date.modified2009-10-14T22:09:22Z
dc.identifier.issn1533-2667en_US
dc.identifier.doi10.1300/J366v01n03_07en_AU
dc.identifier.urihttp://hdl.handle.net/10072/7052
dc.description.abstractA number of studies have highlighted the importance of enhanced relationships with customers and users as a means of improving marketing performance. What seems to be missing is an understanding of how firms can improve online relationships. The current paper proposes that interactivity is a potentially important driver of enhanced online relationships. Although an increasing number of papers have dis cussed the notion of interactivity, there is no established construct to draw upon. A major contribution of the paper is scale development of the interactivity construct, both in terms of item generation and confirma tory factor testing. Because of the exploratory nature of the exercise, it is prudent to use student samples. The paper was able to develop a reliable and valid construct of interactivity. Moreover it was demonstrated that interactivity was a positive and significant determinant of online quality relationships in the two samples investigated.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherTaylor & Francisen_US
dc.publisher.placeUnited Statesen_US
dc.publisher.urihttp://www.informaworld.com/smpp/title~content=t792306914~db=allen_AU
dc.relation.ispartofpagefrom111en_US
dc.relation.ispartofpageto126en_US
dc.relation.ispartofissue3/4en_US
dc.relation.ispartofjournalJournal of Relationship Marketingen_US
dc.relation.ispartofvolume1en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleInteractivity design as the key to managing customer relations in e-commerceen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 2002 Haworth Press. Please refer to the journal link for access to the definitive, published version.en_AU
gro.date.issued2002
gro.hasfulltextNo Full Text


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