A Framework for Relationships in eCommerce Websites

Consumers are increasingly shifting their purchase patterns from in-store to online. Consequently, retailers have had go online remain competitive. Research pundits argued the success of going lies in website's ability create and maintain relationships with customers. This research aimed at investigating relationship development process perspective merchants point out independent variables that influence such relation. The study is picking on dyadic nature interaction building among people apply it relationships. In particular, role self-disclosure privacy for enhancing this was investigated. A deductive thematic approach used based a predefined themes informed by literature guided information collection through semi-structured interview eCommerce website owners. offers useful insights establishing pathway creating maintaining loyal customer framework propositions managers.