Exploring online dating customer relationship management

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On-line friends can’t be depended on for help with tangible favors: small loans, babysitting, help with shopping or advice about jobs and careers” (Stoll).Simply put, on-line friendships are lacking a very important physical bond.Touch, as well as many physical activities, cannot be fully recreated in cyberspace (Suller).Body language and communication through facial movements are completely absent.To explore and add insight to the online‐dating services phenomena which is the next product and beneficiary of the internet revolution that offers customers a convenient and affordable alternate to traditional methods of dating.Empirically investigated through conceptual models and statistical methods was the value proposition of online matchmaking services, which boils down to the ability to provide appropriate matches through successfully business‐to‐customer (B2C) customer service enhanced by the web and based on sound customer relations management practices.

Relationship marketing is commonly defined as a process.What most companies do not define as clearly are the many privacy issues and possible protection against the people they may come in contact with through using these services.The industry has to be particular careful about the legal ramifications since much of the information it gathers from its customers must remain private and confidential in order to succeed and gain a larger market share.This framework distinguishes four ideal-typical models of the relationship marketing process: (1) life-cycle, (2) evolutionary, (3) teleological and (4) dialectical process models.Our review of the relationship marketing literature reveals the prevalence of life-cycle conceptions of the relationship marketing process, followed by teleological and evolutionary conceptions.

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