Online retailing and relationship marketing: evolution and theoretical insights into online retailing and relationship marketing

Park Thaichon, Maria Dharmesti, Sara Quach, Gajendra Prasad Liyanaarachchi, Scott Weaven, Vanessa Ratten

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


Over the past two decades, increasing customer demands and disruptive technologies has forced retailers to expand their online retail offerings. This chapter reviews empirical studies from top marketing and management journals to provide insights into online retailing and relationship marketing. The major topics in empirical online retailing are identified as (a) management and strategy including strategic alliances, service quality management, distribution, product offering, pricing policy and promotion strategy, (b) platform and technological features such as website characteristics, online store design and displays, product assortment, the use of search engines and information quality and (c) consumer behaviour across different stages of the purchase decision-making process namely need recognition, information search, evaluation of alternatives, purchase intention and post-purchase behaviour. The chapter also establishes the synergy between the three areas (i.e. consumers, retail management and online platform), which plays an important role in strengthening customer relationship management processes and outcomes. Accordingly, this study presents a holistic framework of research directions in online retail marketing and presents a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions while maximising sales performance.
Original languageEnglish
Title of host publicationTransforming Relationship Marketing
EditorsPark Thaichon, Vanessa Ratten
Number of pages15
ISBN (Electronic)9781003090717
ISBN (Print)9780367548179, 9780367548186
Publication statusPublished - 30 Oct 2020

Publication series

NameRoutledge Advances in Management and Business Studies

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